Christmas is a critical time for any retailer, but in December 2013, there was an even bigger opportunity with two major games console launches. Specialist retailer GAME was competing against the marketing spend of the retail giants. The task for earned media (PR and social) was to deliver awareness, sales and market share against a highly competitive backdrop.

Our strategy was to devise a disruptive idea that would be shared across social media, grab media headlines and put GAME front of mind. We identified that gamers wanted to spend all Christmas day gaming. This triggered our time-saving idea: Christmas Tinner, a nine-layered feast in a tin, for gamers who want to game not entertain.

Initially seeded upon Twitter, then followed up with editorial media relations, Christmas Tinner quickly becoming a global viral sensation and one of the most liked and shared PR stories of 2013.

It increased brand awareness for GAME, appearing across UK and international news and gaming media in 400+ articles and blogs reaching over 200 million people. The story was reported in 18 different languages, tweeted more than 45,000 times and shared over 110,000 times on Facebook.

It was highly successful in driving sales in-store and online: there were 4 million more unique visitors to GAME’s website in December, a 7% increase in online market share, and overall the campaign contributed to an 83% YOY sales increase in December.

Not bad for nine-layers of festive food in a tin!

• We worked with design student and keen cook Chris Godfrey to create a nine layered all-in-one festive feast:

• We designed the packaging and commissioned lifestyle to spark intrigue, humour and stimulate viral share.

• GAME trialled the product in-store and announced that it would ‘consider putting it into mass production if there was enough consumer demand’

• On December 3rd, we seeded images to influential Tweeters in gaming, design and media. The idea was simple: get people to ask ‘Is this real?’

• Simultaneously @GAMEdigital sent teaser images of Christmas Tinner to its 110,000 followers

• It went viral within hours, stimulating speculation, laughs, consumer demand and social chat

• Within three hours of the story appearing on social channels we approached online, print and broadcast media with news about the social conversation

• Early release of the story on December 3rd seized the conversation early and allowed for continued traction right up to Christmas, during GAME’s busiest retail period

GAME’s CEO credited the campaign with bringing a feel good factor to the brand internally, amongst the gaming community and almost doubling (83%) YOY sales in the month of December 2013.

Increase awareness:

• Christmas Tinner appeared across UK and international news and gaming media in 400+ articles and blogs reaching over 250 million people.

• From page 3 of The Sun, BBC Radio 1 and ITV This Morning in the UK to ITN Turkey and Saturday Night Live and the Smithsonian Institute in the US

• Reported in 18 different languages

• Tweeted more than 27,000 times and shared over 110,000 times on Facebook

• 2,000 Likes on GAME’s webpage

• Hundreds of customers asked GAME to make the product

Drive sales in-store and online:

• 4 million more unique visitors to GAME’s website in December

• 7% increase in online market share

• Overall the campaign contributed to an 83% YOY sales increase in December