1UP.com - Client Case Study

Case Study: Tradeshow Extravaganza (Get your game face on)
Client: 1UP.com (Ziff Davis)
Media Used: Event/Trade Shows, Grass Roots, Promotional Items

Objective:

To launch a new website to consumers and to get the video game community to recognize and support the site.

The Challenge:

Ziff Davis developed a new website 1up.com which would allow video gamers to network online. The premise is to give gamers a personal webpage where they can post their pictures, write a blog, create their own game reviews and then share this with friends. The social networking aspect would allow people to connect with others by varying degrees of separation. 1up.com needed to build awareness for their new site as well as create a buzz at the E3 trade show. They ultimately wanted people in the industry to sign on and become part of the 1up.com community.

The Solution:

EarthQuake replicated the experience of the website. We took into account the variety of promotional items that the trade shows typically distribute. We then tried to tweak it in such a way as to create a buzz and retention for when people would go online at a later time.

We reached out to the gaming community and found a subculture called Cosplayers. Cosplayers are people who roleplay as their favorite video game characters and get dressed up in full costume. These people were only too eager to participate. They were given full access to a trade show (coveted by any video game enthusiast) in exchange for spending time in costume. This was hardly considered work for them as they wanted to participate even more!

The cosplayers added to the life of the booth. We then brought in a photo ID printer and gave passersby a chance to get their “Game Face” on. Each person received a picture printed on the spot in the form of a plastic ID card which was made into a luggage tag. The pictures were also uploaded to a temporary profile on 1up.com where they could access it online.

Each person was also given a postcard and special 1up.com glow necklace to let others know they are now part of the social network. It added to the experience by giving people a conversation starter.

The Results:

The overall success of the campaign was tremendous. Over 5,000 industry insiders got their picture taken over the 3 day conference. Many more spent time taking candid photos with the cosplayers and took home literature on 1up.com.