Game developer and publisher, Wargaming wanted a UK based agency to devise a marketing strategy that would expose their brand to a demographic of UK nationals aged 18-35. By utilising one of the UK’s most prominent historical figures and engaging with relevant sporting events, Jelly successfully engaged a UK audience through a video based creative marketing campaign.
Game developer and publisher Wargaming approached Jelly with an open brief, looking build a UK based community around their latest title: World of Tanks. Jelly devised a total of 8 unique concepts across multiple platforms, using a variety of promotional mechanisms, with a focus on integrating UK idiosyncrasies into the project in order to appeal to the target audience. These concepts ranged from event presence to influencer marketing. Out of all 8 concepts, the client was most drawn to a trailer based campaign.
Jelly devised, scripted, and commissioned a unique video trailer for World of Tanks using the likeness of Winston Churchill. By scripting a tailored call to arms inspired by one of Churchill’s most iconic speeches, Jelly personalised the content specifically to a UK based audience, drawing upon themes of patriotism which aligned with the brand and product’s overarching “war” motif.
The trailer was designed to appear across digital platforms with a concentrated gaming audience such as YouTube or Twitch as well as across all main social media channels such as Facebook and Twitter. This meant that anything Jelly developed had to adhere to both platforms’ community guidelines.
In order to reach the target, 18-34 year old, UK demographic Jelly advised Wargaming to engage with sports sponsorship throughout the months of April and May; paying particular attention to MMA and Boxing. As a result of this Jelly was able to arrange for World of Tanks brand to appear on the octagon branding for Cage Warriors 93 in Gothenburg, Sweden on the 28th of April, 2018. In addition, Jelly’s official World of Tanks trailer was played on the arena jumbotron, exposing the brand to over 2 million viewers of the event.
Following the success of the Cage Warriors activation, Jelly then arranged for the World of Tanks branding to appear on the canvas and ring ropes for the Bellew VS Haye fight at the O2 Arena in London on the 5th of May, 2018. This exposed the brand to a colossal concentration of UK based audience members within the target demographic and continued to do so post activation across social media.
So far, Jelly’s World of Tanks trailer has appeared across a number of different online platforms and is still running on the video game streaming service twitch.tv, exposing the game to a potential audience of 115 million daily audience members. Following the Cage Warriors fight, the World of Tanks video was viewed over 80o thousand times on Facebook and Twitter with World of Tanks social content garnering over 120 thousand engagements.
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