For the gaming community, gaming tutorials are the holy grail. Gamers spend hours and hours learning tricks and movements to get the best out of games. Which is a space Durex tapped into with Durex Foreplay – a series of gaming tutorials designed to make gamers better at games and in the bedroom. The tutorials were designed for social media with an unmistakable gaming aesthetic – forming the ultimate cheat sheet for the sheets.

Gaming is wonderfully addictive, and has attracted millions of people of all ages across generations. Naturally, Durex wanted to connect with the large gaming community in a meaningful way. However, we soon discovered that it would be a real challenge when recent research uncovered an alarming fact: a large majority of gamers prefer gaming over sex. Since the gaming community is such a passionate one, to talk to them about something they’re not interested in, we needed to infiltrate their world. Our main objective was to put sex back on their radar and make the Durex brand fun, entertaining and relevant for them. Meaning, we had to game the system.

The wonderful thing about gamers is their desire to keep improving. In fact, looking at tutorials and walkthroughs is a way of life for even the most rookie gamer. So we figured that if we released gaming tutorials that double up as fingering moves on social platforms gamers frequent, we could be on to something. We also knew that to get to them, we needed to offer more, so we prepared a series of initiatives to follow our launch, such as discount coupons for those who share their successful tricks online and some personalised/unique interactions.

We developed Durex Foreplay, a series of gaming tutorials designed to leverage the finger movements gamers are famous for to enhance sexual pleasure. We worked with a team of gamers and a renowned sex expert to identify controller movements that can enhance the gaming experience as well as be replicated around the endogenous areas (such as the clitoris and prostate) to provide an equally pleasurable sexual experience for all genders.

We settled on games that are wildly popular with gamers all over the world and released simple but sexy TikTok, Facebook and Instagram tutorials of controller moves that could also double up as excellent fingering movements – all verified by a renowned sexologist. Next, we tied up with popular local gamers and got them to try the moves, because seeing is believing.

Everyone gave our unique fingering tutorials a thumbs up. The organic posts got 76% more engagement than any other organic post we’ve ever done. We were flooded with comments from delighted, surprised and even outraged gamers – which proved that we successfully put our finger on the problem. Gamers were offered discount coupons on our products through our e-commerce website, which saw a 42% increase in visitors during the campaign. As the campaign got more traction, we established a stronger relationship with the gaming community, giving them exclusive tutorials and even, in one case, a personalised virtual racing track to a gamer who requested one in order to improve his fingering moves. All in all, we scored a big W with an awesome community who were now more willing than ever to up their sex game.