Sports Interactive is the creative studio behind the well-known Football Manager gaming series. In the summer of 2014, Sports Interactive approached BAM to help strategise and execute a marketing campaign to support the release of its latest edition in November. The campaign needed to generate further brand awareness and encourage new gamers within the UK student market. SI Games set BAM the following key campaign objectives:
1. Raise awareness of the Football Manager brand within the UK student market
2. Drive students online to the free FM15 demo download
Based on the campaign objectives and BAM’s experience of driving student awareness to online products, the key route to BAM’s success was the use of a range of digital channels to increase student reach. Using the team’s vast knowledge of suppliers, a range of highly popular and engaging student and sports related websites, as well as social media channels were selected to raise awareness and drive traffic to the FM15 demo download page.
In collaboration with SI Games, BAM developed a variety of shareable online content articles and banners that would raise awareness of the free demo. This was driven across a range of digital platforms including social media, email, mobile and websites, to reach a student audience of over 850,000. In addition, we utilised our supplier contacts to feed the article out on a range of popular football and sports websites, as well as blogs to reach a further 100,000 potential new gamers.
To support the digital activity and boost brand awareness, we conducted on-campus peer-to-peer interactions at nine key universities. These interactions enabled BAM to engage students directly, driving them to access the free online demo, while interacting and gaming with them, providing a richer and more meaningful experience.
The campaign achieved mass awareness within the student and youth market, putting the Football Manager brand in front of more than one million individuals over a three week period. The exposure both online and on-campus generated new gamers, while reintroducing previous gamers by enticing them to trial the demo. Many of the reintroduced gamers were converted into game players again, which achieved an uplift in demo downloads in comparison to the previous year.
“I was very impressed with BAM’s confident and upfront approach to our brief. Working to very specific objectives with a tight deadline, it would have been all too easy for BAM to action exactly what we wanted – but instead they applied their expertise and insight to ensure we could achieve better results and more value from the campaign. BAM’s proactive approach to planning also meant that when the campaign started they were able to tweak and optimise in real-time to improve results, without the need to re-strategise. The line of communication between BAM’s delivery team and me was excellent, and the level of care applied to the campaign was felt throughout.” – Sports Interactive