CLOSELY INTERCONNECTED: GAMESCOM AND YOUR COMMUNITY
gamescom is the world’s largest trade fair and event highlight for digital games, attracting more than 350,000 visitors every year. But it is aiming to be far more than a once-a-year experience: gamescom wants to be in contact with its community year-round, inspire new people to gaming, and create excitement and anticipation well ahead of the next gamescom.
In order to excite and inspire the community, we use an integrated 360° communication approach and a balanced mix of owned, paid and earned media, designed for specific target groups and channels. gamescom is actively shaped by the community with the aid of user-generated content. We support this with exciting campaigns such as “15 minutes of fame”. This involves appealing to fans to submit their songs and performances about gaming and the results are presented live at the trade fair and are streamed online.
360° communication is our successful solution for bringing online and offline activities together. gamescom enjoys constantly high interaction rates, new and enthusiastic target groups and has twice as many followers. Brand recognition has increased by more than 30 percent – and the next gamescom is selling out earlier than ever before.
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VIEW CASE STUDY
360° CAMPAIGN: EVERYONE’S A GAMER
Gamescom in Cologne is the world’s largest trade fair and event for digital games, with over 350,000 attendees annually. Most of the community is young, online-savvy and present on all channels. So it’s a demanding audience that expects exciting communication. Also, we wanted to get more people interested in digital gaming.
Under the lead idea “Everyone’s A Gamer – Everyone. Everywhere” we brought the subject of gaming more to the middle of society where it belongs. We used a playful atmosphere which appeals to young people as well as families, and gets them excited about gamescom.
Our integrated campaign incorporated out of home, online and print media, in order to address different people at the right time and the right place. The campaign was rounded out by suitable radio and TV commercials that show in a surprising way that all of us are gamers: Everyone. Everywhere.
Within a year the brand awareness of gamescom rose by 31 percent. The campaign also boosted sales, and gamescom is sold out earlier than ever before.