The goal was to create national awareness of the new “Survivor” PC game based on the CBS television show during the most competitive and cluttered time of year for video games – 4th quarter. The target audience was Adults 18-49 who own a PC. In addition to just creating awareness, there was a real need to generate hype and renewed excitement for a product that was based on a 3-year-old brand. Thus the media team established a communication goal of maximizing awareness at the launch of the game with an attention-getting blitz of media activity that was concentrated over a couple weeks and, not unlike a theatrical film release, letting the momentum of the advertising program sustain the sales period. In order to achieve these objectives with a limited budget, it was determined that the optimal plan would include a mix of local radio promotions in the top 10 markets, a strategic use of national print, and a targeted, efficient use of national TV.The majority of the budget (80%) was used to develop custom-tailored, personality-driven radio promotions in the client’s top 10 retail markets. In order to generate top-of-mind awareness for the product, excitement around it, and “foot traffic” at key retailers, a radio “cluster promotion” was developed in each market. Using a single vendor (Clear Channel Communications), which owns multiple radio stations in each market that best reach the target, an integrated program was developed that included a variety of elements: a schedule of on-air promotional mentions, daily “Survivor”-themed listener call-and-win trivia contests, culminating with weekend live radio remotes at key retailers such as Best Buy. In an effort to provide an additional attraction to the live remotes, media recommended that Infogrames leverage its license with CBS for access to cast members from the actual “Survivor” TV show such as Colby Donaldson. The promoted events drove hundreds of consumers to key retailers in these markets.To provide national coverage, a schedule of remnant magazine insertions was purchased in broad-reaching entertainment magazines such as People and Entertainment Weekly. By seeking out remnants, Infogrames enjoyed up to 85% of the pubs’ full circulations while paying approximately 50% of the cost of a national ad. Insertions were scheduled to coincide with the launch of the game and the first few weeks of the new season of “Survivor 3” in October 2001. As another efficient but highly-targeted way to reach an appropriate national audience, media planning recommended that Infogrames leverage its license with CBS to receive six no-charge :10 TV billboards (a value of $900,000) promoting the PC game during the “Survivor” TV show to reach the ideal target for this Survivor-based game.As a result of the multi-media program, the national sales ranking of “Survivor: The Interactive Game” was propelled from 26 at launch to 7 the week the promotional radio and print campaign broke – then to #5 the next week. Sales continued at robust levels throughout the duration of the 4-week campaign and slowed once advertising had stopped. Thus, the bulk of the total unit sales took place during the media campaign. In addition, the game was one of Infogrames’ top 10 sellers for 2001! Although the client originally intended to implement a schedule of 100% print to launch its new “Survivor” PC game, it was the media team that championed the idea of developing an integrated multimedia program that incorporated personality-driven radio promotions, strategic use of print, and a smart TV tactic. In addition to conceiving the strategy, the media team led the charge managing the entire program: developing the structure of the radio promotions and all the components within it, handling all negotiations, and shepherding the executional phase of each program. Limited funds and a national, mass-market target required an innovative and integrated marketing communications strategy. Because of the anticipated “halo effect” the product would receive from its direct association with the “Survivor” TV series, it was to be launched with a limited budget that was not at all proportional to the sales goal. Additionally, there was the challenge of differentiating this new PC game from the actual TV show in advertising communications. The client originally intended to go down a more traditional path by using print-only to support the game launch. However, the media team came up with something more creative and special, taking advantage of the hype around the “Survivor” TV show and exploiting the entertainment aspect of the fans’ passion for the show and its characters.

Although the client originally intended to implement a schedule of 100% print to launch its new “Survivor” PC game, it was the media team that championed the idea of developing an integrated multimedia program that incorporated personality-driven radio promotions, strategic use of print, and a smart TV tactic. In addition to conceiving the strategy, the media team led the charge managing the entire program: developing the structure of the radio promotions and all the components within it, handling all negotiations, and shepherding the executional phase of each program.