A case in which the main driving force was a successful collaboration. In just two weeks and with a small set of tools, we conducted a campaign that reached 1.8 million people.

Client

Kingston Technology

Task

To develop and implement a short-term promotional campaign to support the sale of Kingston Fury RAM in retail stores during the Black Friday period.

Solution

The most attractive target audience for manufacturers of computer components and, in particular, RAM is gamers. They are demanding of quality (which Kingston products can rightfully be proud of) and update their hardware more often than others. Therefore, we decided to direct the activation specifically to this segment, and to attract attention, we developed layouts for an advertising campaign with images of a popular game. The release of Call of Duty Vanguard coincided with the start of sales, and we decided to use this opportunity.

During this period, all the materials in the «Promotions» sections of major retailers were full of layouts mentioning «Black Friday» and looked the same. To differentiate ourselves from competitors and from companies that offer PC components, we used a non-standard layout option to attract more attention.

Realization

After 5 days of negotiations on the use of visuals of the game, we immediately developed the key message of the campaign and several of its variations for creatives, the main texts were:

«PC upgrade with benefits. Get ready for the release of a new game with Kingston FURY.»
«Be ready for the release of a new game. Go for a ride with Kingston.»

The cooperation was based on barter and included the following arrangements:

The 2L agency is developing a media support program for Kingston FURY with predictable coverage and provides the data to the publisher.;
The publisher provides the source code for the layouts, while participating in the preparation and approval of visuals for all advertising media.;
Following the results of the campaign, the 2L Agency provides a report on the results.

We decided to use a promotional website developed directly for the company as a landing page. We decorated it with Call of Duty Vanguard visuals, demonstrated Kingston FURY products with a description of technical characteristics, added a brief overview of the compliance of the HyperX and FURY lines, since the renaming was relatively recent, FAQ and Call to Action in the form of a block with links to partner stores where you can purchase brand products.

To promote the campaign, we have used the following tools:

A Full-screen for 1 week was posted on a major gaming resource.;
On the Twitch site, we organized the promotion of a banner that popped up during live broadcasts of selected streamers.;
4 pre-rolls and 1 extended integration have been posted on YouTube by gaming bloggers.

The chaotic appearance of a banner at the time of live broadcasts from bloggers-streamers who fell under the target settings: by games, in a given period of time, taking into account the frequency of the display, etc.

Results

During the campaign period from October 29 to November 12, 2021, we received the following indicators:

Campaign coverage: 1,797,606;
Attracted traffic: 11,718;
CTR: 0,7%;
Traffic from landing pages to store websites: 3,189.

Nina Zinchenko, co-owner and lead account manager of 2L:

«We’ve collaborated with publishers about 15 times, and I want to point out that using game visuals during promotions draws attention to products much more than themed (timed to the period/holiday) layouts that don’t stand out from the rest.»

To be more visible, look for non-standard collaborations, try to stand out, and not be like everyone else.

Recommendations

Keep in mind that for collaborations it is necessary to agree in advance on permission to use the game’s visuals, because there are the following risks:

The niche may be occupied. The publisher has already provided visuals to a direct competitor, or the publisher has only a few slots that they can provide to manufacturers of PC components, and they have already been distributed (for example, to manufacturers of motherboards and processors).
The publisher is already cooperating with a dozen other vendors. In this case, you risk getting lost in the background, just like other manufacturers. It’s good for the publisher, but you won’t be noticed.
Deadlines for all approvals can be a crucial factor. If the decision is not made at the local level, and the representative needs to involve developers, then the process may take a long time, and you will not be on time.
It is necessary to study the «karma» of a potential partner and «probe» the audience in the local market. We canceled collaborations several times due to the fact that at the beta testing stage the audience was, to put it mildly, not enthusiastic, as a result of which the brand we represented could suffer.

Do you want to be risk-free and turnkey? – Leave a request by clicking on the button below or by sending an email to the 2L communication agency: sales@2l-pr.ru

We will be glad to justify your trust.

The Perfect Collaboration: Kingston FURY and Call of Duty