BECOME METALLICAS OPENING ACT by Naked Communications for Activision

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Media Promo & PR
Market Sweden
Agency Naked Communications
Creative Christoffer Dymling
Released May 2009

Credits & Description

Category: Event and Field Marketing
Date of First Appearance: May 28 2009 12:00AM
Entrant Company: NAKED SWEDEN, Stockholm, SWEDEN
Account Manager: Fredrik Svensson (Naked Communication)
Creative: Christoffer Dymling (Naked Communication)
Public Relations - Consultant: Johan Grönberg (A World Beneath)
Public Relations - Consultant: Erik Edmark (A World Beneath)
Public Relations - Consultant: Sandra Nordin (A World Beneath)
Event Producer: Jakob Grandin (Grandin Flying Circus)
Event Producer: Sofie Mattsson (Grandin Flying Circus)
Media placement: Instore tour - The Game chain - 20090501

Describe the objective of the promotion.
Find a way to make customers, and Metallica fans in particular, try and experience the game Guitar Hero Metallica. The promotion solution needed to take into account the fact that appealing to metal fans as a company is hard because they don’t see themselves as a part of the commercial society. Trying to do so through a product exploiting their favourite band of all time is even harder.

Describe how the promotion developed from concept to implementation
Metallica fans have two things in common: love for Metallica and the sense of community at a concert. We held nationwide in-store audition tours, seeking the most skilful Guitar Hero band. First price was to play Guitar Hero Metallica as opening act for Metallica at their biggest show in the Nordics. Everything was documented on the campaign blog where those interested could follow the action. When our winning band was on stage, we encouraged the audience to sing along, watching the karaoke-like in-game graphics on the big screens. Making them see, try the product and feel a great sense of belonging.

Describe the success of the promotion with both client and consumer including some quantifiable results
Massive PR coverage including national TV and press, as well as over 4,1 million views on the web. Swedish Metallica fan club (one of the biggest in the world) hailed the initiative and encouraged people to take part. More than 800 bands stood up to the challenge. The winning band performed in front of 95000 people singing along to their favourite songs, with help from the in-game graphics. It became the best selling game in the Nordics. The Nordics became the best selling market for Guitar Hero Metallica in Europe, far grater sales then much bigger markets Germany and France.

Explain why the method of promotion was most relevant to the product or service
By using the targets love for Metallica as a driver to engage with the product, and giving them a chance to become Metallica, or at least be a band performing Metallica songs in front of a real Metallica audience, we made the hard to turn fans a force of dedicated and reliable product ambassadors. The spectacular price for the in-store audition created immense buzz in the right target group. And the sing-along experience made 95 000 try and enjoy the product at the same time in an environment full of Metal love.