Multi-Channel Engagement. One Log-in.
For video gaming giant Electronic Arts, the launch of a new title like Battlefield 4 impacts over 20 million players worldwide. Creating promotional campaigns that reach that massive audience and integrate with their platform of choice isn’t just as simple as covering desktop, mobile, and tablet preferences—it also extends to the xBox gaming platform and gaming user profiles.
It’s obvious in today’s digital landscape that consumers want an easy and seamless way to log-in across multiple devices. But, how do brands measure the impact of the multi-channel and multi-phase campaigns?
EA teamed up with Axe Body Spray (a product of Unilever) and Slim Jim (a product of ConAgra), to promote the launch of their large-scale warfare game Battlefield 4. OpenRoad helped EA not only connect their main EA gamer profile system to the promotions sites, but also helped measure the promotions across campaign phases and devices.
Battlefield is one of Electronic Arts’ (EA) largest gaming franchises, with over 20 million players1. For the much anticipated launch of their newest release, Battlefield 4, EA partnered with Slim Jim and Axe Body Spray to offer in-game prizes for real-world purchases. Battlefield 4 is an action-packed first person shooter game with impressive cinematic visuals and a huge online community.
The promotions needed to capture the attention of this audience, letting them redeem promotional codes from anywhere using the log-ins they already know and providing the visual excellence they have come to expect from the franchise.
Slim Jim Voting and Redemptions Sites
To coincide with pre-release launch hype, Slim Jim, the makers of the popular American beef jerky snack food, offered Battlefield 4 fans a chance to vote for what type of prizes they could win. The voting site needed to be accessible across web and mobile devices and also integrated into xBox’s Branded Destination Experience, (BDE) which is essentially a website that can be accessed from xBox. Working with design agency Tris3ct, we created a compelling parallax scrolling site to match the visually stunning Battlefield 4 imagery.
Once voting was complete, the promotion kicked into redemption mode. Users could redeem codes from eligible Slim Jim products provided by OpenRoad to unlock Battlepacks (in-game bonus content) and play an instant win game. By using the same domain for the voting site and the redemption site, it let us analyze visitors over the whole promotional period. Employing some of the handy new segmentation features in Google Analytics, we were able to measure the relationship between the voting awareness campaign and the redemption conversion campaign.
Axe Body Spray opted to do a sweepstakes promotion in addition to the on-pack redemptions. This involved co-ordination between the sweepstakes provider, the manufacturer, the game producer, and our team. We developed and designed the sweepstakes portal, so customers could enter codes from their desktop or mobile. Behind the scenes, we connected on-pack codes to in-game content by integrating the promotional prizing technology (working with promotions specialists Don Jagoda) with EA’s portal, and working with packaging companies to generate and deliver 4.5 million top-secret codes.
For Battlefield 4 players, we made it easier to participate in the promotion with a single log-in, multi-device access, and simpler flows—a huge accomplishment for a project with so many moving pieces and immovable launch deadlines. For ConAgra (the producers of Slim Jim) and Unilever (the producers of Axe Body Spray), we were able to not only achieve the desired results, but also measure their impact.