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 captivated millions of people of all ages across generations. Naturally, Durex wanted to establish a meaningful connection with the vast gaming community. However, we soon encountered a real challenge when recent research uncovered an alarming fact: a significant majority of gamers prefer gaming over sex. Given the passionate nature of the gaming community, conversing with them about topics they're not interested in posed a challenge. To truly engage them, we needed to infiltrate their world. Our primary objective was to reintroduce the concept of sex into their realm and make the Durex brand entertaining, enjoyable, and pertinent to their interests. In essence, we had to strategize within their gaming ecosystem.

What's truly remarkable about gamers is their unwavering commitment to improvement. Even the most novice gamers consider tutorials and walkthroughs a way of life. 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 introduced Durex Foreplay – a series of gaming tutorials that not only grant gamers an edge in their favorite games but also enhance their performance in bed. Collaborating with a team of gamers and a distinguished sex expert, we identified controller movements that could heighten both the gaming and sexual experiences. These movements were designed to be replicated on erogenous areas such as the clitoris and prostate, offering equally pleasurable sensations for all genders.

We handpicked popular games beloved by gamers worldwide and shared straightforward yet sensual TikTok, Facebook, and Instagram tutorials showcasing controller maneuvers that could easily double as effective fingering techniques – all endorsed by a reputable sexologist.

Additionally, we partnered with local gaming influencers, showcasing them attempting these techniques, because seeing is believing.

Our distinct fingering tutorials garnered enthusiastic approval. Organic posts witnessed a remarkable 76% surge in engagement compared to our previous content. We were inundated with comments, ranging from delighted to astonished and even a touch of outrage. These reactions were evidence of our successful pinpointing of the issue. Gamers were offered discounted coupons for our products via our e-commerce platform, which observed a 42% surge in visitors during the campaign. As momentum grew, we solidified our rapport with the gaming community, providing exclusive tutorials and even, in one instance, creating a personalized virtual racing track for a gamer aiming to enhance his fingering techniques. In the end, we achieved a significant victory with an enthusiastic community now more eager than ever to elevate their prowess in both gaming and intimacy.