See video
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Driving 279K consumers online to purchase in one day

PC video game, ‘Championship Manager’ had suffered from previous poor reviews and went two years without bringing a new version of the game to market. Eidos Interactive had to change their plan of attack to reinvigorate the brand and drive sales. ‘Pay What You Want’ was a marketing initiative from the publisher to support this launch.

H+K Strategies advised that the strategy should focus on ‘the first ever video game available for 1p,’ as ‘Pay What You Want’ was not original following Radiohead’s launch of In Rainbows. To support the launch, H+K Strategies held a launch at Aston Villa FC, commissioned artist Ed Chapman to create portraits of Sir Alex Ferguson and Mark Hughes made out of 5,340 pennies and contracted ambassadors to help communicate key messages.

Results:  

  • Generated over 250 editorial hits in 2 weeks
  • Drove 279K consumers to the retail store in one day 
  • Generated coverage on 125 blog posts
  • Over 20,000 YouTube views
  • Reached over 450 million people