2011 Winners & Shortlists

The Brief

Emax had exclusive rights to launch Call of Duty (COD): Black Ops,the latest in this blockbuster franchise. Predicted to be their biggest selling game of 2010, they needed to capitalise on this exclusive opportunity, before other retailers, and to minimise piracy effects. Video games are not child-play anymore(average gamer is mid-30s). The COD franchise has a massive base of fanatic gaming followers willing to camp outside retails outlets to snatch the first copy of a COD franchise game. This comes with plenty of bragging rights. Platform: A Countdown to Midnight they will forever cherish - be the first to buy and play COD: Black-Ops. We needed to give them an experience to relate on blogs, to peers, twitter followers and Facebook friends.

Describe how the promotion developed from concept to implementation

Idea: Secret Agent-Black Ops Secret Mission: A successful COD launch needs to be extremely rewarding for a small but influential core. Invite Gamers to an exclusive midnight COD launch event, with a chance to purchase COD before anyone in UAE. - www.megamers.com: Set up as a central hub for 'Secret Agents' to register and recruit friends to be part of their 'Secret Mission': attend exclusive midnight global launch of COD Black-Ops game. The secret location of the event was revealed one week prior to eager gamers.

Describe the success of the promotion with both client and consumer including some quantifiable results

- 655 pre-registrations on www.megamers.com - Over 1,000 people turned up on November 9th,queuing and pre-registering for their copies at 10pm. • EMAX sold over AED70,000 worth on Launch Night, AED375,000 worth up to Dec 2010, exceeding sales targets by 10%. - Event won Best Game Launch Event on www.megamers.com - Positive PR+Videos generated on www.megamers.com & www.gulfnews.com Launch Event generated strong sentiment of being part of a community for the gamers, promoted multiplayer opportunity, the stockists, leads in-store and removed the barrier of online purchasing and piracy. We involved our Savvy Gamers as an integral part of the campaign, keeping them engaged!

Explain why the method of promotion was most relevant to the product or service

Exclusivity & Memorable Engagement: COD Elements & Relevant Pop Culture used during the event to engage Gamers. Held at Oasis Center, Gamers were entertained throughout the night with gaming-stations & climbling wall to experience COD. At midnight, COD Exclusive Launch Video was unveiled on LED Screen. With dramatic music and a light show, abseilers came down from ceiling, with two Jeep Wranglers & military personnel driving into the Mall with COD. Upon arrival, hip-hop dancers performed where the game was unveiled. Military shack cash counters created from where the game was sold.