Campaigns: Technology - Golden Joysticks are top of their game

Campaign: Golden Joystick Awards 2009
Client: Future UK
PR team: In-house and Boom!
Timescale: July-October 2009
Budget: £20,000

Future wanted to create a buzz around video game awards the Golden Joysticks.

Objectives

- To achieve one million consumer votes for the awards

- To increase awareness of the awards.

Strategy and plan

The PR team created an awards roadshow and visited companies to showcase the awards. The consumer side of the campaign kicked off with a viral containing visual clues to hidden video games, alongside a 'vote now' call to action and a competition for consumers to identify the most games. Partnerships were set up with consumer media including ShortList, Bliss and MSN. A world record attempt to complete a level of Sonic the Hedgehog 2 in 22 seconds was carried out successfully on the day of the awards and the ceremony itself broke the Guinness World Record for the most popular video game awards.

Measurement and evaluation

The campaign generated more than 30 pieces of mainstream and lifestyle coverage, more than 50 pieces of specialist and trade coverage and appeared on more than 100 specialist games blogs.

Results

There was a 47 per cent increase in voting and the one million target was exceeded. The event was recognised as the world's leading video games awards ceremony.

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