"It was really tapping into our core audience passion point of gaming," said Donna Brinkmeyer, brand manager for Energizer Lithium. "The benefits of Energizer Advanced Lithium, in wireless gaming accessories, we provide 20 hours of additional playing time versus Energizer Max. The PR goal was really to promote the benefits of Energizer Advanced Lithium… and communicate and create conversations surrounding the benefits of Energizer Advanced Lithium."
Online, Energizer and its AOR Blick & Staff Communications, partnered with the Rock-A-Thon organizers to promote the event and chronicle it on Twitter, Facebook, and Ustream. They also did media outreach to online publications and blogs focusing on gaming, music, and entertainment, and traditional media outreach in the Houston area, where the event was held, along with local hometown markets for the individual players.
"It was originally at a really grassroots level, but at the same time, they had some big names from the gaming industry, so it gave us an opportunity to expand our relationship within the gaming industry," said Jeff Bachmann, account manager for St. Louis-based Blick & Staff, who led the campaign. "We have gained some brand ambassadors through this."