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.
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
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.
The coverage received raised Flipside's profile in a crowded marked,
which resulted in valuable registrations.