Case study
Campaign gives birth to online community
Xbox/FHM - 360 Global Challenge for Emap
From a target of 12,000 registrations we delivered 53,000 uniquely involved users. And, with an average campaign engagement time of 40 minutes per person, the pan-European brand exposure was immense.
It all started when Emap asked us to deliver an online competition to collect new opt-ins. We seized upon a strategy that tapped into the target market’s highly competitive nature and developed a seriously engaging database driven flash website.
The campaign ran for 12 weeks, so the experience had to be very rich and thoroughly engaging. The eCRM plan ensured we drove users back to the site again and again as well as ensuring massive levels of user referral. We wrote the strategy for what turned a gaming arena into a genuine online community where there was never a dull moment.
Users signed up for an account, competed against each other for points and leaderboard position and engaged each other in the highly active chat rooms. There were weekly and monthly prizes, ‘Golden Fridays’ and the chance to chat-up the FHM ‘High Street Honeys’, some of whom would accompany the lucky winners from each region on a once-in-a-lifetime round-the-world trip.
This rich, engaging, powerful brand experience, captured the imagination of gamers across the globe and gave EMAP a lot more than they bargained for.STEEL delivered an incredibly high profile and exceptionally complicated project very efficiently and to an amazing standard. From the off, they were very pro-active and eager to get involved. They were always available and responded to feedback in a very timely, professional and creative manner. The biggest compliment I could pay the team is that I really enjoyed working with them and I look forward to doing so again. Richard Sheridan
Digital Creative Director, Emap
