Digital Campaign using Social Media to promote a new Moba Game Dawngate.
The MOBA gaming network is one of the strongest and most unique communities in gaming. To tap into this potential and lead it in a new and innovative direction, EA Games has released Dawngate, the first 5v5 MOBA game customized for you the user and made your way.
Raise awareness around the game and its unique characteristics and potential, EA tasked EDGE with developing a cohesive brand strategy and activation plan created to target select segments of gamers in order to acquire them as new Dawngate customers.
Concept Idea 1 - #TeamMateWanted
The TeamMate wanted campaign is about connecting the players with a character, and then let him/her join a team with the character - exploring the growing 5v5 community. We will create a campaign around the characters in the game. Each character will have their own story, specialty and look for a certain type of player to partner up with.
We’ll post a series of ads targeting gamers as “Teammate Wanted”. The ads will be posted by different characters that are within the game in order to add to grab the attention of gamers and media. To contact the ad, people will call and reach a voice mail we’ll set up with the actual voice of the character and call to action to play Dawngate and to join a 5v5 Dawngate team.
We will seed these contact ads out on Craigslist, on gaming blogs, forums and also put up tear of ads at and around areas we know gamers are.
We will have bloggers help out by allowing us to place ads on their sites that look like contact ads on their blogs and also be incorporate into the content on their blogs and even into articles.
To get players from other platforms, we will create a invite and mail it out via mail to influencing players of League of Legions, WarCraft etc with a invitation from one of the giving them a secret link to download or visit a page that talks about the game and challenge them to sign up with a team of players from their current platform. This part of the program will also be boosted by the influencers that are on the gaming forums.