Xbox Promo, Case study KINGMAKER by McCann London

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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 Use of Mobile Devices
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
Mobile phones have always been about connecting people and now smart phones allow so much more. For the launch of Fable III on Xbox, we’d combine these two thoughts, sparking a revolution among gamers.

Our objective: broaden the Fable franchise.

Our insight: the excitement of others is contagious.

Our strategy: inspire existing Fable fans to prepare for Fable III, and then ensure a wider audience oversees this excitement and so too swept up in the anticipation.

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.

Targeting technology savvy gamers, our use of mobile was both a valuable media channel and a differentiating communication platform.

Creative Execution
For our mobile platform to reach far and wide and our revolution to catch fire, we first needed to ensure existing Fable fans engaged with Kingmaker.

So we arranged for ‘gold’ collected in Kingmaker to be transferable to Fable itself; blurring the physical, mobile and console worlds for the first time.

Your phone also tracked what you’d be able to afford in Fable – from swords to castles – encouraging Kingmaker players to play more.

We also made use of smartphones’ ‘connected’ functionality to harness players’ enthusiasm and spread our revolution further; players could earn more gold by enabling Twitter / Facebook notifications and telling friends of their daily conquests.

Our unique mobile platform enabled unique messaging beyond mobile including online ‘ticker tape’ banners providing live battle / revolution ‘results’.

Finally, Fable sales our ultimate goal and mobile users are… mobile! So we made real world game shops key battle grounds in Kingmaker.

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.