Embed Size (px)
Citation preview
I AM PLAYR /
● The first social game that gives you the chance to live the life of a professional footballer
● Broadcast-quality, point-of-view video & Advanced 3D gameplay
● Players must make the choices that real footballers have to make
THE STATS SO FAR /
2.5 milliongoals scored
3 millionmatches played
THE STATS SO FAR /
3.5 millionplays of crossbar
challenge
+750kRed Bull cans
purchased
16mvideos watchedNike boots purchased
+250k
THE STATS SO FAR / In-Game Advertising Research
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Strongly disagree
Disagree
Neither agree or disagree
Agree
Strongly agree
Advertising makes the game more authentic
The products
advertised in the
game are cool
Advertising improves
the experience
Advertising is relevant
to me
I would be happy to see more
advertising
I am planning to
buy a product I have seen advertised
/ River Park FC Shirt Sponsorship
● Logo on River Park FC kit
● Pitch side hoardings in the
stadium
● Branded mini game
● Up to 70 specially created
film clips
The Season 2 shirt sponsorship
is the most visible piece of
branding in the game
/ In-game Media Sponsorship
/ Bespoke Integrations
Match programmes seen at key points during the season;
● Introduce characters● Drive storylines
Advertising placements for advertisers
/ Pitch Side Hoardings
/ Interactive Engagement
● Interactive Profile Picture tool
● Personalise users’ image and enable
this to be shared via Facebook
● Encourage brand affinity
● Virally extends reach of shirt
sponsorship
/ Activate webcam & start sharing
/ Customised Video
● Brand-led storyline
● The back story to the new shirt
sponsorship deal - River Park runs into
financial difficulties
● New shirt sponsor is the saviour of the
club
● Stadium is renamed and filmed content
announces the rebranded stadium
● All characters will refer to the stadium
under it’s new name
/ Narrative Integration & Stadium Naming Rights
/ Extend into the real world...
● Real fans wearing real kits ● On-pack / Point of Sale
Promotions
£13 xvalue of PR coverage per £1 spent on shirt
sponsorship
2.25m
views of pitch-sideadvertisinghoardings
6.2mvideos watched
containing Ginstersbranding
● Ginsters were the first shirt
sponsor within the game and
benefited from a strong publicity
campaign when the game was in
beta
CASE STUDY / Ginsters
