CAMPAIGN: Kazoo score in and out of the box with Sega launch

Football Manager 2007 is the latest annual version of the popular football management game developed by Sports Interactive and published by Sega.

Campaign Game launch – Football Manager 2007
Client SEGA
PR Team Kazoo
Timescale October to December 2006
Budget Undisclosed

To plug the game’s revamped features, Sega approached Kazoo PR to build on the success of last year’s campaign.

Objectives
To raise awareness of the game’s release and drive sales. To offer a demo of the game to existing Football Manager fans and an audience outside the specialist online gaming forums. To secure mass consumer game reviews and editorial features in mainstream press and across the sports pages.

Strategy and Plan
Linking football with the pub seemed a sure way of reaching a core football audience. Kazoo planned a four-week Football Manager pub quiz with 25 Mitchell and Butler Scream pubs.

The venues held a quiz night with Football Manager branding and questions by Sports Interactive. Brewer Carling backed the quizzes with free pitchers of beer and fees were donated to the charity Warchild. The 25 winning teams met in early December at the Gun Barrels pub in Birmingham for a head-to-head final hosted by football pundit Andy Townsend.

To hit mainstream fans, a four-week unpaid media partnership was negotiated with the News of the World giving a month of free editorial. Readers were offered the chance to download a gold demo version of the game in advance of its release.

Feature ideas were generated to highlight the new elements of the game including the revamped scouting system, manager team talks and match predictions. There was also an opportunity to profile the MD of Sports Interactive, Miles Jacobson, and the campaign was underpinned by a strong reviews programme and sell-in for placement in Christmas gift guides.

Measurement and Evaluation
Thirty-five pieces of regional coverage were secured in titles including the Daily Record, Western Mail, Stoke Sentinel, Yorkshire Evening Post, (Brighton) Argus, Jersey Evening Post and Nottingham Evening Post.

The campaign also generated over 70 positive game reviews and lifestyle or sports features in the Daily Star, Zoo Weekly, The Times, ICE, the People, Observer, Soccernet, TeamTalks and ICONS. FHM TV also interviewed Andy Townsend at the pub quiz final.

Results
The Football Manager pub quiz attracted 400 teams, resulting in 2,000 people taking part and a donation of £2,000 to Warchild. Nearly 100,000 readers downloaded the gold demo version of the game through the News of the World.

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