Area 52 – An immersive event giving gamers an unrivalled experience
THE BRIEF – Increase awareness and sales of Alienware PCs
Alienware was commonly seen as being too expensive by young gamers. As a notoriously difficult audience sell to, we widened our target to include more casual gamers with higher disposable income in order to spread what hardcore gamers already knew; that Alienware PCs are the pinnacle of gaming.
OUR IDEA – Transporting gamers inside a video game
For every gaming purist there’s a casual gamer. But what’s universal amongst these groups is the thrill enjoyed when they enter the virtual worlds the games give them access to. Tapping into this we created our idea; a portal between the real and the virtual, an idea spawned from the strategic platform “Let Alienware Transport You”.
The event, titled Area 52, saw actors, special effects and a theatrical storyline come together (with the help of some pyrotechnics) in a literally explosive mix. The world’s first live multi-dimensional reality experience this immersive and engaging event not only brought gaming to life through Alienware powered projection technologies but also demonstrated Alienware’s ability to transport gamers inside their games. We truly blurred the lines between gaming and the real world.
Gamers, journalists and bloggers all attended while we also implemented a seeding and SEO strategy across more than 100 relevant gaming sites.
The road show that followed built upon various aspects of the initial Area 52 event and gave gamers an unrivalled experience, allowing them to interact both with the brand and the gaming world.
THE RESULT – 40% rise in brand awareness
As well as allowing gamers a real-life platform through which they could test the boundaries between the real and the virtual, the campaign enjoyed strong quantitative results. The video of the Area 52 event achieved more than 686,000 views while PR reached more than a million gamers. Hugely impressive brand awareness and sales figures followed.