Case study Game „Dr. Kawashima Body and Brain Exercises“ forKinect™ NAMCO BANDAI GAMES
„Dr. Kawashima Body and Brain Exercises" for Kinect™ NAMCO BANDAI GAMES Release 14.02.2011 Development of a pan-European Social Media Marketing campaign adaptable and customizable by all territories. 2
„Dr. Kawashima Body and Brain Exercises" forKinect™ NAMCO BANDAI GAMES Goal Development of an internationally implementable communication strategy. Targeted engagement campaigns to build an emotional bond between customer and product. Challenge Creation of an internationally consistent online-campaign considering the cultural and market-specific conditions and needs of each country. Actions Development of a detailed communication-strategy including recommendations for a cross-linked online-campaign encompassing social media-, pr- and marketing activities. Development and creation of an Online Toolkit featuringdetailed campaign plans, text and graphic templates, as well as guidelines and step-by-step “how-tos”. Creation of a „Body and Brain Exercises“ Facebookapplication adapting several exercises from the original game. Development of an engagement campaign for the target audience „Families“ focusing on an online casting of „The almost perfect family“ in each territory. 3
„Dr. Kawashima Body and Brain Exercises" for Kinect™ NAMCO BANDAI GAMES Implementation Online Campaign Toolkit Central element of the Toolkit was an extensive manual. Each part of the campaign was described in detail giving all necessary steps to ensure its success. Campaign plans, timings and a user feedback policy complete the manual. 4
„Dr. Kawashima Body and Brain Exercises" for Kinect™ NAMCO BANDAI GAMES Results: The territories Italy, France and Germany adapted the toolkit developed by INPROMO and customized it to their own needs. They generated 4 digit fan counts within a few weeks. While each country implements the social media campaign designed by INPROMO using the included pre-produced texts, graphics and viral teaser videos more engagement activities will follow . 5
„Dr. Kawashima Body and Brain Exercises" for Kinect™ NAMCO BANDAI GAMES Facebook Application „Dr Kawashima‘s Body- and Brain Exercises“ Engagement Campaign „Almost perfect family“ Italian Facebook Page „Dr. Kawashima: Esercizi per la Mente e il Corpo “ 6
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