Skylanders is the number one kid’s toy and video game franchise in the world– a franchise that was only launched in 2011, delivering a whole new category of gaming for kids, where for the very first time they could bring physical toys to life in a video game.
In September this year, we showcased the brand new, yet-to-be released Skylanders SWAP Force game to a range of influencers in Sydney and Melbourne, giving them (and their kids) a sneak peek into the next evolution of the Skylanders world.
Our insight was that Skylanders had become a key theme for birthday parties amongst our core demographic. So we gave our guests an entirely immersive Skylanders birthday-party-esque experience, complete with face painting, cash booths, colouring stations, spinning wheels and of course, extensive game play.
To help give back to the kids who have supported us so far, we worked with Activision’s ongoing charity partner, The Sony Foundation, providing a $25k donation in each state which would go directly towards their youth charity, You Can.
We had a number of celebrities attend with their family, including:
- Jaynie Seal (our MC in Sydney and Melbourne)
- Rebecca Gibney
- Nathan Hindmarsh
- Brad Fittler
- Michael Klim
- Kylie Gillies
- Chrissie Swan
From a social perspective, we reached over 150,000 people across their combined networks, and could follow their live tweets, Instagram pics and Facebook posts using our official event hashtag.
This year Activision is launching the latest edition of the world’s biggest gaming franchise, Call of Duty: Ghosts on November 5th. To drive excitement amongst key media and influencers, Pulse helped Activision bring the hype Down Under with an exclusive hands-on reveal event at the Carriageworks venue in Sydney.
24 LG screens, 24 consoles shipped in from the US, and Activision’s US developer flown in to deliver a gaming experience only Call of Duty can provide. Two sessions gave media, YouTube influencers and the online community the chance to explore all-new game modes and maps, in the dark surrounds of the Carriageworks theatre. Game developer, Derek Racca from Raven Software was on hand to give attendees the low-down on how the latest installment in the evolution of COD came to life.
Call of Duty is the biggest entertainment product in the world. The latest iteration of the franchise, Call of Duty: Black Ops II was launched in December 2013, netting $1 BILLION in sales within 16 days – a current world record.
In November we helped Activision launch Call of Duty: Black Ops II, the biggest selling entertainment product of all time. Sometimes when you launch a product the work ends there – in the world of gaming, the mission has only just begun.
With the evolution of gaming online, publishers are now looking to keep the momentum alive with what is known as DLC – downloadable content. DLC allows gamers to take their gaming experience and inject it with new life. Revolution, the first Black Ops II DLC drop in 2013 gives players access to four new maps, a new weapon – The Peacekeeper, and for the first time ever they can play their favourite game as a Zombie.
To help Activision get their core gaming audience excited about the January 30th Revolution launch on Xbox360, we engaged one of Australia’s most influential gamers, a man by the name of Champ Chong.
Champ Chong is an online oracle for Aussie gamers, an expert gamer with all the latest news, reviews and developments in the gaming world. Champ Chong loves the Call of Duty franchise, and jumped at the chance to help get the word out about Revolution.
With 300,000 subscribers to his YouTube channel we took our announcement and bought it life for his army of viewers. Working With Champ Chong we organised a special FX makeup expert to transform him into a Zombie for his show. The clip looked awesome, and as you’d expect things got a little messy.
View CLIP: http://www.youtube.com/user/ChampChong
Over 58 thousand viewers and counting have checked out the clip, and Champ Chong has posted regular updates on both his Facebook page (14,526 fans) as well as his Twitter handle (26,767 followers). The activity was a way to get news of the DLC drop to the game’s core audience in a fun, compelling way – and the results speak for themselves.
To continue the success of the gaming phenomenon, Activision engaged Pulse Communications to help launch its latest release, the ninth installment in the franchise Call of Duty: Black Ops II into the Australian market.
Q4 is the busiest time in the gaming calendar and the challenge was to ensure that we generated a high level of anticipation about Call of Duty: Black Ops II and effectively communicate to consumers why they should purchase this game above all others in market. We needed to drive home that this was a bigger and better game than its predecessors and competitors.
Strategy: The gaming community were key in driving early buzz around the game. They are our core audience so we hosted an exclusive event to give our top 50 AU players the chance to play the game before anyone else.
Celebrity influencers were also important in spreading the excitement of Black Ops II. Pro rugby players like Quade Cooper and Karmichael Hunt, musicians like Ronan Keating and Guy Sebastian received early delivery of the game which lead to them driving conversation ahead of the release within their fan base.
We also hosted AU media at several press events in Los Angeles throughout 2012 to secure front cover features which gave fans their first look analysis of the new game.
Results: We landed front covers across the main gaming magazines. We generated mainstream news stories off the back of nationwide midnight store launches at EB Games including a prime time news feature on Sam Worthington’s role in the game on Today Show.
We generated mass conversation through social media channels and drove early talkability of the game.
Call of Duty: Black Ops II set a new entertainment record by making $1 billion in just 15 days.