CAMPAIGNS: Product Launch - Flipside site debuts with Bastion stunt

Client: Flipside (www.uk.flipside.com)



PR Team: Bastion



Campaign: UK launch



Timescale: December 2000



Budget: pounds 34,000



Flipside (uk.flipside.com) is a free online service, where players can

play a range of games, from word, card, casino and board games to the

latest CD-Rom blockbusters.



Players are rewarded with virtual 'Flip' tokens redeemable through the

site's prize redemption centre for anything from gourmet food and wine

to sportswear, music and electronic equipment.



Objectives



To generate mass media coverage for Flipside among casual gamers, and to

increase its registered user base.



Strategy and Plan



Flipside needed to target all ages and both sexes with the campaign.



As the more mainstream press are reluctant to run internet and computer

games stories - and Flipside did not want to focus on technology media -

it was in a difficult situation.



The answer was the Flipside Male Creche - a temporary internet cafe,

built at Lakeside Shopping Centre in Kent and open every day in the

three weeks prior to Christmas.



The creche was promoted as a secure place for harassed wives and

girlfriends to leave their men while they finished their Christmas

shopping. During their stay at the creche, men could use the PCs to play

any of the Flipside site's 40 games.



Measurement and Evaluation



The quirkiness of the stunt led to a number of strong human interest

angles to arouse the media. Bastion was able to measure the campaign

both through the media coverage and also by the increase in users.



At least 23 stories appeared in national and regional media, including

The Mirror and The Guardian. It also featured extensively on radio and

TV.



During the three weeks that the creche was open, registrations at

uk.flipside.com saw an increase of 320 per cent over the previous

three-week period. The site's registered user base is important for

Flipside's direct marketing team and customer database.



Results



The coverage received raised Flipside's profile in a crowded marked,

which resulted in valuable registrations.



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