Brand Owner: Activision
Date: December 2006 to January 2007
Media Agency: Starcom
Media Owner: Vice magazine
Media Channels: Events, internet, print
"Guitar Hero" for PlayStation 2 allows rock fans to live the dream. Instead of a hand control, gamers get a guitar to play. The problem is that it looks like a kids' toy, and the target audience is 20 to 30 years old.
The key was to let them see someone else having fun with it. The challenge was to overcome Swedish shyness, and the solution turned out to be a few drinks.
The media strategy was a party tour. Parties organized in conjunction with Vice magazine allowed consumers to drink free beer, relax and try the game.
The best headbangers, stage divers and punk posers were filmed, and clips were e-mailed to attendees. Activision encouraged the partygoers to spread the videos around, offering a real Gibson guitar for the film with the most views.
The events effectively created ambassadors for the game, along with 700 viral clips showing people enjoying the game. The films were put on YouTube and Bubblare, where they gained more than 700,000 views.
"Guitar Hero" sold more than 30,000 games, making it Activision's best-selling PlayStation title in 2006-2007.
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