Yahoo

Gamers Plug In With Yahoo!

As Yahoo looked to establish a viable foothold in the online video games information and reviews business, we were tasked with conceptualizing and producing the company’s first large presence at the industry’s premier trade show and conference, Electronic Entertainment Expo (E3), integrated with a strategic online marketing program to drive gamers to the site and support the signing of new advertisers. The most significant challenge faced by Yahoo was one of perception. Video gamers did not view Yahoo as a destination that could provide the types of exclusive video game content and experiences they expected. In addition, video game publishers were also questioning whether Yahoo could provide the targeted audiences to which they wanted to promote their newest games.

articles12STRATEGIC THINKING

We devised a multidimensional plan that centered on booth space that could function both as a closed-door meeting space and cocktail-party location. We then negotiated unique co-promotional agreements with video game publishers and hardware providers Vivendi Universal, Atari, Activision, Alienware and Intel. Exclusive imagery, trailers and downloads were featured on the Yahoo site, as well as “must-have” giveaways for Yahoo’s E3 booth. We also crafted and launched a conference-based program to celebrate the ‘Game of the Day’ with a daily end-of-day cocktail party hosted by Yahoo. Each of the events was well attended by influential video-game executives, and even celebrity voice-over actors who contributed to the titles honored. Special guests included rap artist Xzibit, and film stars Michelle Rodriguez and Michael Rooker.

MEASURE OF INFLUENCE

All results exceeded Yahoo’s wildest expectations, including the first-ever advertising agreement for the company with a major video game publisher, and a huge uptick in unique users and page views for the video games site. In fact, we drove a 500-percent increase in users and a 675-percent rise in page views during the target period. Our branding efforts drove national broadcast coverage from The Today Show, CBS, ABC, Fox, WB, UPN, and MTV. A syndicated wire insertions from AP was joined by a vaunted Business Week story in which even the discerning Scott Kessler sung Yahoo’s praises.