PROXIMITY MINES by Droga5, Droga5 New York for Activision

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PROXIMITY MINES

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Industry Video Games/Consoles
Media Promo & PR
Market United States
Agency Droga5
Executive Creative Director Nik Studzinski, Ted Royer
Creative Director Neil Heymann
Art Director Jon Kubik
Copywriter Adam Noel
Agency Droga5 New York
Released October 2010

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: ACTIVISION
Product/Service: VIDEO GAME
Agency: DROGA5
Date of First Appearance: Oct 28 2010
Entrant Company: DROGA5, New York, USA
Entry URL: http://205.186.166.242/cannes/proximitymines
CREATIVE CHAIRMAN: DAVID DROGA (DROGA5)
EXECUTIVE CREATIVE DIRECTOR: TED ROYER/NIK STUDZINSKI (DROGA5)
CREATIVE DIRECTOR: NEIL HEYMANN (DROGA5)
COPYWRITER: ADAM NOEL (DROGA5)
ART DIRECTOR: JON KUBIK (DROGA5)
STRATEGIST: HARRY ROMAN (DROGA5)
HEAD OF INTEGRATED PRODUCTION: SALLY-ANN DALE (DROGA5)
DIGITAL PRODUCER: TOPH BROWN (DROGA5)
PRODUCTION COMPANY: ASKETIC SF (ASKETIC SF)
Media placement: INTERNET - Proximines.com - 28 November 2010

Describe the objective of the promotion.
Activision came to us early in 2010 with a mandate to break through Goldeneye, one of the most beloved video games of all time. While Goldeneye is the forefather of modern first person shooter games, a lot has changed since the game was available last. Not to mention we were launching in the wake of Call of Duty: Black Ops, out spent in virtually every category by 20:1.

Describe how the promotion developed from concept to implementation.
The question for us became – what aspect of the game could we deploy that would ignite the passion that shooter fans once had for the game. We relied on one of the most nostalgic weapons in the Goldeneye arsenal, the proximity mine and built a site that allowed visitors to plant mines all over the internet.

Explain why the method of promotion was most relevant to the product or service.
Through these surprise attacks, Proxymines.com hit over 500,000 online locations, 79,000 sites in just the first two days. An explosive bonding experience that propelled the game to the top 20 in sales the week it was released; achieving nearly a million titles sold in 10 weeks.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Through these surprise attacks, Proxymines.com hit over 500,000 online locations, 79,000 sites in just the first two days. An explosive bonding experience that propelled the game to the top 20 in sales the week it was released; achieving nearly a million titles sold in 10 weeks.