ALIENWARE BRANDED CONTENT, SOCIAL GROWTH
HIGH-LEVEL RESULTS
60% Community Growth
11B Organic Impressions
1000% Increase in Social Engagement
2x More Engagement Than Client Projections
1M+ Views
Title Associate Creative Director
Roles Creative Direction, Social Copywriting and Scriptwriting, Songwriting, Social Strategy
Year 2011
OVERVIEW
Alienware was the hands-down leader, at the time, in PC gaming. However, more avid gamers were turning to consoles and iPhone games. The Alienware marketing team was looking to build stronger awareness around their role in gaming; to get more people to consider PCs for their hobby.
IDEA
A five-part, branded-content series titled “A League of Their Pwn” (no, not a typo) was produced for social (primarily Facebook and YouTube at the time) that poised two fictional gaming rivals against each other. Alienware marketing wanted to make something ridiculous and fun—I think we nailed it. I mean, it’s stupid beyond belief. And we did it on a shoestring budget.
OVERVIEW
At the time, social media was a new playground for marketers, and branded content was in its adolescence. The campaign drove over 11M organic impressions and increased Alienware’s community by 50%.