In partnership with Mindshare, WildTangent worked with Sprint to develop a multi-faceted strategy that delivers reach and scale against adult online/casual gamers. The result? A long term partnership that has consistently driven unprecendented branding and direct response results.

CAMPAIGN OBJECTIVES

-Complement sponsorship of key console franchises with a major footprint in the online, casual gaming space.
-Reach both casual female and hardcore male gamers by running multiple sets of creative relevant to WildTangent's Casual and Core channels.
-Create a persistent presence that can be leveraged to drive consistent brand messaging and launch new products over the course of the year.
-Increase brand awareness, favorability, and purchase intent among 18-49 Adults while driving direct response behavior.
-Deliver value to gamers

WildTangent launched a custom, branded games channel accessible via the WildTangent ORB (show in full screen mode below) and on WildGames.com. A combination of premium casual and core games all having an affinity to Sprint's SPEED messaging populated the channel and were all available to play for free courtesy of Sprint. Games were updated regularly to keep the channel fresh and it was promoted heavily with traffic driving media and editorial placements.

From the Sprint Games channel players could download top games and play them for free by engaging with custom rich media units as an alternative to paying. We worked with Sprint's creative agency Goodby, Silverstein&Partners to launch several sets of rich media creative associated with new Sprint initiatives as they launched over the course of the year. Creative included several branded mini-games that players could engage while waiting for their free session to begin.

The Sprint Game Channel featured a dynamic wrapper that could be updated in real time to sync with the sponsored sessions creative.

BEJEWELED SPONSORSHIP

Sprint also alligned itself with the most successful casual game franchise in the world, Bejeweled. This program included skinning all Bejeweled web game pages and becoming the exclusive launch partner of Bejeweled Twist, the newest installment of the franchise. Sprint sponsored free sessions of the new title and also sponsored a launch sweepstakes (shown below).

RESULTS

-Double-digit lifts in awareness and brand favorability.
-The campaign landed in the 90th percentile of all online ad campaigns run by wireless providers according to Dynamic Logic's normative benchmarking.
-Double-digit click-thru-rates on all Sponsored Session™ creative units, some yielding CTRs of over 20%!

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