As part of the launch of PES 2015 Konami requested Jelly take the lead on UK based launch activity.
Jelly’s marketing and community management team devised a brand strategy that allowed them to give some of the biggest names in online gaming exclusive access to Konami’s latest title, PES 2015.
Jelly reached out to the country’s most popular gaming YouTubers with the promise that they could provide their subscribers with something that they wouldn’t have seen anywhere else before; something that would capture their audiences’ attention.
The YouTubers were invited to a PES 2015 early-access event, making them the first gaming channels within the country with the chance to play and capture PES 2015 in-game footage. This enabled the YouTubers to show-off their PES skills to a combined-channel reach of 15.83MIL and even inspired one YouTuber to create his own dedicated PES channel, where he continues to generate PES content to this day.
With such a positive response from the YouTube community and with PES 2015 in high demand, Jelly reached out to the largest UK YouTube Collective; The Sidemen, and offered to help them create fresh PES content tailored specifically for their channels and fan-bases. Jelly’s community management team allowed The Sidemen to create tailored content by travelling to and hosting a PES 2015 tournament in, The Sidemen’s own recording space.
This led to exposure of PES across each of The Sidemen’s channels resulting in the event’s social hashtag, #TheSidemen, becoming number one world-wide. As a result of this activity – the YouTubers were able to create a mini-series that was both creative and relevant, whilst Konami UK’s social channels gained 24.3K followers, saw a 45MIL increase in engagement, and 4.8K likes over this time period.
“PES’s recent success has been in large part attributed to Jelly’s relationship with the YouTube community which resulted in a viral surge in community generated PES MyClub videos. During this period PES saw resurgence in sales reaping its longest position in the charts in many years.”
Following on from this, Jelly helped to engineer a creative roundtable between Nissan, Sony, UEFA and a selection of influencers, including three UK YouTubers. The activation was part of the campaign around Nissan’s #ProjectController test day in Stockholm, Sweden. The YouTubers were given unrestricted access to a Nissan vehicle that had been converted into a PlayStation 4 controller – in order to play a game of Konami’s next PES title, PES 2016.
The resulting content generated a wealth of PES exposure across social media and exposed PES to audiences across the emerging video platform, Periscope. This was supplemented with content generated by sports and racing professionals as well as coverage in a broad spectrum of media outlets including technology and marketing publications. The YouTubers, meanwhile, had been able to use the activity to position themselves alongside a selection of global brands.
Jelly will continue to work closely with the YouTube community and already have a number of YouTube activations planned including the UEFA Champions League Finals, and the Euro 2016 Championships.