Cannes Lions

BROADBAND PROVIDER

MEDIACOM DENMARK, Copenhagen / TDC / 2008

Presentation Image

Overview

Entries

Credits

Overview

Execution

Rather than just claiming TDC belonged in gaming and hooking up with current gaming events and partners, we took the unusual step of creating a TDC casual gaming tournament, spanning multiple gaming platforms including console, PC, and mobile.This set-up allowed us to approach relevant gaming partners, which would not only lend credibility to the TDC offering but allow us to boost value of the media impact 10 times by having access to our partners’ communication channels.For TDC, this approach furthermore allowed us to create a unique platform to promote services (mainly broadband and secondary mobile services), built around a high involvement area.The TDC gaming community thereby initiated a strong link with a tech interested audience - a previously hard to get target group. The once elusive target group is still debating at the community site – the tournament most go on…Experience economy at its outstanding best.

Outcome

The TDC gaming tournament is the biggest gaming tournament ever held in Denmark, exceeding expected number of participants by 50%.In terms of the core target audience, the results were outstanding:There’s 100% increase in people linking TDC with gaming; and7 out of 10 participants changed their perception of TDC.

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