The mobile game

DESCRIPTION

Danish telecom brand TDC wanted to connect with 18-35 year old future clients and communicate its new brand positioning, Experience More. It wanted to promote its core services of broadband and secondary mobile services.

The key challenge was to involve the target group and gaming was an engaging channel that could help reach as many as 45% of the target group each month.

However, rather than just claiming TDC was associated with gaming, the company created a TDC casual gaming tournament, spanning multiple gaming platforms including console, PC and mobile. TDC approached key strategic partners including Nokia for mobile, Microsoft Xbox for the console, HP for PC gaming and EA games to supply the games titles. All of this was combined with TDC’s technology providing the backbone. The campaign promoting the tournament ran across traditional media (online, print, radio and cinemas) as well as via TDC platforms. TDC also struck editorial deals with national gaming blogs and the two biggest youth magazines, which both ran their own customised sign up process via mobile.

The tournament was the biggest gaming tournament ever held in Denmark, exceeding expectations by 50%. There was a 100% increase in people linking TDC with gaming.

IMAGES