Intel aligns with Atari for its first gaming social marketing effort

Intel developed an online campaign to promote Atari's new "Ghostbusters" game because it had collaborated with Atari's developer to optimize the personal-computer version of the game for the Intel product line.

Company: Intel

Campaign: Ghostbusters Fan Program

PR Team: Intel and The Game Agency

Launch: June 1

Budget: Undisclosed

 

Objective

Intel developed an online campaign to promote Atari's new “Ghostbusters” game because it had collaborated with Atari's developer to optimize the personal-computer version of the game for the Intel product line. “We've aligned Intel, for many reasons, with this brand,” said Stephen Baer, managing partner at The Game Agency (TGA), which has been working with Intel for six months. “It's a brand that they wanted to be associated with. It's a brand that really appeals to their target audience.”

 

The game, available on PC, Xbox 360, PlayStation3, and Nintendo's Wii and DS, comes out June 16.

 

Idea

TGA created a branded Facebook game, widget, and microsite targeting the game's audience, which ranges from consumers who are 35 years or older to teens and preteens, said Erik Cubbage, a gaming marketing manager at Intel. This approach allows it to extend its messaging to a broad audience, he noted. Cubbage also said this was the company's first social marketing effort with a game title.

 

Tactics

By making the Facebook game viral, it could reach past the social networking site to the Intel and Atari Web sites, as well as some fan sites. Joe McDonald, managing partner for TGA, added that Facebook “gave us the playground to target a very, very wide audience.”

 

TGA also conducted blog outreach to fan sites, such as Ghostbusters Fans and Proton Charging, to increase engagement and the viral aspect of the campaign, Baer noted. The widget includes a high-definition trailer, screenshots, and links to buy and pre-purchase the game. The microsite provides information about how the title was created, the technology used, and screenshots and videos.

 

Measurement

The team will look at the number of registered, active, and unique users; game plays; and “send-to-a-friends,” as well as the average time per session and sales of games through Facebook or the widget, according to Baer.

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