KINGMAKER by McCann London for Xbox

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KINGMAKER

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Industry Video Games/Consoles
Media Promo & PR, Case study
Market United Kingdom
Agency McCann London
Creative Director Brian Fraser, Simon Learman
Creative Lewis Plummer, Mark Rowbotham
Released October 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: XBOX
Product/Service: FABLE III
Agency: McCANN LONDON
Date of First Appearance: Oct 5 2010
Entrant Company: McCANN LONDON, London, UNITED KINGDOM
Entry URL: http://awards.mccannlondon.co.uk/kingmaker/
Strategy Director: Tom Rothenberg (McCann London)
Strategy Creative: Peter Bardell (McCann London)
Lead Art Director: Matt Statham (McCann London)
Lead Copy Writer: Chris Mcdonald (McCann London)
Lead Programmer: Stefan Feissli (McCann London)
Creative Technologist: Lewis Taylor (McCann London)
Lead Producer: Pip Shepherd (McCann London)
Project Manager: Myles Hocking (McCann London)
Programmer: Stuart Lodge
Production Company: Grapple Mobile
Production Company: Unit 9
Creative Director: Brian Fraser (McCann London)
Creative Director: Simon Learman (McCann London)
Media Strategist: Scott Holmes (Universal McCann)
Head of Production & Technology: Mark Fallows (McCann London)
Creative: Lewis Plummer (McCann London)
Creative: Mark Rowbotham (McCann London)
Partnerships Director: Maria Alvarez (Universal McCann)
Consultant: Jason Barrett (McCann London)
Account Executive: Michael Burgoyne (McCann London)
Media placement: Press Ad - OXM, Xbox 360 Magazines - October 2010
Media placement: Banners - Future Publishing Network - October 2010
Media placement: Website - Online - October 2010
Media placement: Game Mailer - Existing Customers - October 2010
Media placement: Homepage Takeover - Total Film, CVG - October 2010
Media placement: Advertorial - Future Publishing Network - October 2010
Insights, Strategy & the Idea
For the launch of Fable 3 on Xbox we knew ‘simple’ advertising would not be enough to reach beyond existing Fable fans; either in terms of cut-through weight or consumer engagement.
And so we decided to spark a revolution… literally!
Our Strategy: inspire and challenge existing Fable fans to prepare for the coming launch of Fable III, and then ensure a wider audience oversees this excitement and preparation, and so too are swept up in the anticipation for Fable III.
Our idea: Fable III Kingmaker – a massively multiplayer mobile phone game.
Utilizing a phone’s GPS, Kingmaker was based upon a core theme of Fable III (overthrow the king) and pitted 2 factions – Royals & Rebels – in a real world revolution / battle for ‘Europa’. A revolution fought by the few, but heard by the many.
Our insight: the excitement of others is both contagious and intriguing.
Creative Execution
For our revolution to catch fire, we needed to ensure Fable fans engaged with Kingmaker.
So we arranged for ‘gold’ collected in Kingmaker to be used in Fable itself; blurring the physical, mobile and console worlds! Your phone also tracked what you’d be able to afford in Fable – from swords to castles – encouraging Fable fans to play more.
WORD OF MOUTH:
Players earned more gold by enabling Twitter / Facebook notifications – telling friends of daily Kingmaker conquests. Whilst respected blogs joined Kingmaker and chronicled their progress to gamers.
IMAGINATIVE MESSAGING:
We’d not advertise our app.
Instead, we leveraged Kingmaker action via unique media to spread word a revolution was taking place: ‘ticker tape’ banners provided live battle results, personalized print ads to magazine subscribers (e.g. “Maria Luisa Francoli Plaza - Defend the Flag!”) and dynamic Homepage Takeovers altered websites’ depending on whether someone identified themselves a Royalist or Rebel.
Results and Effectiveness
Over 93,000 players earned over 5 billion gold coins for Fable III.
The app entered the iTunes store at No. 13, and maintained 70% active engagement 2 months later; in perspective, only 5% of apps are used 20 days post download (Source: CNET)
Kingmaker delivered +20 million social media impressions, garnering an 85% positive score.
Earned media value was over five times total program cost.
Fable III went straight to No. 1, selling more Xbox copies than same-day-released, license-backed Star Wars and WWE games combined, up 100% compared to Fable 2’s first week.