ONLINE & IN-STORE CAMPAIGN: INTEL
The Enthusiast market was entirely new to me, and Enthusiast is indeed the best term for this audience. They are beyond enthusiastic when it comes to hard core gaming. And I'm not even talking about XBOX. These gamers are sharp as a tack and can build systems in their sleep.
I manage quarterly campaigns for the Enthusiast market for Intel. These campaigns are multi-faceted with online and brick and mortar components. And let me just say, this audience knows their stuff. One slip up on my end will be published on a million gaming blogs for all to see so the pressure is on.
The campaign is complicated. So my main goal is to simplify the process as much as possible to get these gamers through the cycle as fast and easy as possible.
As with most retail campaigns, the end goal is to increase sales. This campaign requires proof of purchase to enter so I provide links directly to loaded carts on retail sites. If people want to buy, by all means, give the people what they want!
Leveraging a third party to administer the sweepstakes component of the campaign lets me rest assured. After all, I'm a designer, not a lawyer and I'll leave the T&Cs up to the experts. But I want things legal and fair because the last thing I want is for someone to say my hard work is a scam. I'm not totally a believer that "no press is bad press."
To generate as much hype as possible, I set up a countdown clock on the landing page for the campaign. That way all the early birds out there can see when it goes live.
Once the campaign launches, we guide the participants down a path so they can easily go through the motions of the campaign.
Step 1. Step 2. Step 3. It doesn't get much easier than that.
Here's where it gets fun. Are you a winner or a loser?
And what would a campaign be without a few assets created just for social media?