DESTROY THE EVIDENCE by DAVIS ELEN ADVERTISING for Zynga / Mafia Wars

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DESTROY THE EVIDENCE

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Industry Video Games/Consoles
Media Promo & PR, Case study
Market United States
Agency DAVIS ELEN ADVERTISING
Executive Creative Director David Moranville
Art Director Jesse Green
Copywriter Lisa Westaway
Account Supervisor Stacy Witkowski
Released August 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: ZYNGA/ MAFIA WARS
Product/Service: VIDEO GAME
Agency: DAVIS ELEN ADVERTISING
Date of First Appearance: Aug 1 2010
Entrant Company: DAVIS ELEN ADVERTISING, Los Angeles, USA
Executive Creative Director: David Moranville (DAVIS ELEN ADVERTISING)
Art Director: Jesse Green (DAVIS ELEN ADVERTISING)
Copywriter: Lisa Westaway (DAVIS ELEN ADVERTISING)
Creative Coordinator: Sasha Carrillo (DAVIS ELEN ADVERTISING)
Graphic Design: Zach Moranville (DAVIS ELEN ADVERTISING)
Executive Producer: Alisa Bertain (DAVIS ELEN ADVERTISING)
Account Supervisor: Stacy Witkowski (DAVIS ELEN ADVERTISING)
Account Coordinator: Ricci Pruden (DAVIS ELEN ADVERTISING)
Marketing Director: Padma Rao (ZYNGA)
Mafia Wars Producer: Lynn Jancki (ZYNGA)
Media placement: Teaser Video - Youtube / Mafia Wars - 1 August 2010
Media placement: Wild Posting - Outdoor - 1 August 2010
Media placement: Money Street Decals - Guerilla Placement - 1 August 2010
Media placement: Window Clings - Guerilla Placement - 1 August 2010
Media placement: Radio Spots - Los Angeles, San Francisco, New York - 5 August 2010
Media placement: Live Streaming Of Event - Ustream.tv/Mafia Wars/Facebook - 19 August 2010

Insights, Strategy & the Idea
ZYNGA’s business objective was to reactivate previous MAFIA WARS gamers and engage a new male audience, for a combined total of 1.8 million. Additionally, ZYNGA wanted a fantasy role-playing brand identity they could own, spoken in a language the targeted male gamer would consider legitimate. To engage the targeted audience so they’d spend time committing virtual crimes to build an empire, we would bring the experience of the game to life with a stunt never tried in the category. MAFIA WARS would be considered a legitimate edgy, role-playing game. ZYNGA would gain credibility with gamers as a company that understands them and establish a clear brand identity for MAFIA WARS.

Creative Execution
Strategically, the creative solution was based on the agency’s experience in the gaming industry with previous high profile gaming accounts. Understanding the mindset of the targeted male gamer, we brainstormed the concept to “blow something up”. We felt it was critical to attract gamers in an engaging interactive way that spoke their language, and our concept fit so well with the edgy role-playing MAFIA WARS game persona that ZYNGA agreed to let us develop the concept into an integrated marketing idea. Our viral video, guerrilla executions, web banners and radio spots all worked cohesively to tell a story of a crime spree and called upon the targeted male gamer to help “destroy the evidence”.

Results and Effectiveness
Promoted as a national campaign in four major U.S. cities, it leaked to a global audience in less than two weeks. Word of mouth of gamers, viral postings, press coverage of our armoured trucks and street art reached credible gaming sites and created buzz. We surpassed our goal of 1.8 million by engaging new gamers and reactivating previous gamers for a combined total of 2.2 million. ZYNGA’s cost acquisition was lowered from $250 to $43 per player. MAFIA WARS received 84 million newsworthy impressions. And our live detonation of a real armoured truck broke viewer records for a one-time live event with more than 2 million live views.