For the launch of ‘PES 2013’ in Spain, Konami asked us to take on the challenge of convincing their 9 million active PES users, that it was the best football simulator ever made.

We needed an insight that could get to the heart of our passionate target.

We realised players all over the world share the same dream. Whenever they play videogames, they want to feel that they are part of their favourite team.

So what if ‘PES 2013’ could give them the chance to make their dream come true?

We created ‘Enter the Game’, the first campaign ever to convert a videogame fan into the protagonist of their favourite game by becoming one of the players in it.

Our strategy was to turn the product into a medium. By communicating our advantage through the product, we would directly connect with every single one of our users achieving 100% interaction.

Relying on word-of-mouth and bypassing the more traditional channels, we had to convince users in a way never tried before that they were looking at the best football simulator ever made.

The first task was to find the best football and videogames player in Spain.

We swamped the social networks with a call to players to enter the competition. We created a microsite for registration and ended up with more than 1,800 real/virtual footballer players coming along to the incredible installation we built to choose our winner.

Edu Morillo was the chosen one, and journalists and bloggers wrote enthusiastically about him.

We flew along with Cuatro-TV to Japan, where the world’s top programmers created Edu’s virtual avatar.

Konami used the peak Christmas sales season to make announce that Edu was now part of the videogame. Konami’s plan is to expand the campaign to several other countries for the next edition.

We made the product itself the hub of our campaign so that it was not intrusive for users and would be long-lasting over time.

More than 100 million impacts generated worldwide, turning ‘Enter the Game’ into one of the most talked-about news items on social networks, videogames blogs, technonlogy, press news and TV news programmes in Spain and Latin America.

Today more than 9 million users no longer dream about being like their idols, but about playing alongside them as our winner Edu does.

Our campaign successfully generated more than 3.2 million € in earned media for our client.