OUAT presents the first product placement operation in a Social Game
1. Context and involved actors introduction2. Campaign objectives3. Operation setup4. Performance indicators5. Experience feedback6. Media Impact & Testimonials
Founded in 1999, OUAT Entertainment is acreator and publisher of successful social games on Facebook. But not only… OUAT is also a true pioneer in brand and product placement inside social games.
Launched in July 2010, the game is based on the popular TVseries Totally Spies! Broadcasted all over the world.Around 4 million subscribed players, 800 000 monthly activeusers in July with 80% women, 60% 13-24 years old.In Totally Spies! Fashion Agents, the player mixes the freneticlife of a special agent and the more common civil life of ayoung fashion lover girl!
Founded in 1875. La Redoute is a brand of Redcats, from the french PPR group. La Redoute positions as a multispecialist in ready-to-wear clothing and decoration.Laredoute.fr is the first clothing and decoration webshop in France with more than 18 millions customers worldwide. 77% of its revenue comes from Internet.
After the launch of the first Facebook shop in France andan exclusive operation to earn Facebook Credits on theirfan page, La Redoute wanted to continue itsestablishment on social networks. Communicate on the marketplace launch: 700 brands sold on La Redoute.fr Target young french women, not easily reachable through other communication channels. Recruit fans (40 000). Establish their position of pioneer in social media marketing.
The main goal was to establish a multiple presence deeplyand not intrusively integrated into the game. The operationwas geolocalized and available for french people only.• A real / virtual La Redoute shop containing 80 items based on Marketplace branded products (Morgan, Guess, Esprit, Ray Ban, Carrera and Lollipops). Links included in the game shop to find directly the real life products on LaRedoute.fr.• A dedicated La Redoute game landing page where users are proposed to become fan of La Redoute.• An exclusive newcomer offer for players only on LaRedoute.fr : a complimentary Bensimon bag offered for any order.• A co-branded Facebook Ads campaign and a dedicated app on the LaRedoute fan page where fans could win Facebook Credits to be used in the game.• In game and in community event communication and teasing.
The sponsorised shop and the branded items, with adirect link to real life products pages on LaRedoute.fr.
Cobranded Facebook Ads and special operation « Win Facebook Credits » on La Redoute fan page.
Players have totally accepted the appearance of real brands inside thegame. Brands give a more realistic feeling to the game and improve itsfashion touch.The La Redoute items stayed on top of the sales of ALL game items during theoperation.The direct relation between virtual items sales and real products sales showsthat the avatar is perceived as a self representation.
• Over 750 000 players have been exposed to the brand, and more than 46 000 of them got engaged and became fan of La Redoute. Amongst Totally Spies! Fashion Agents players, 3% were already La Redoute fans.• More than 200 000 virtual items were bought by players.• 1 player over 3 visited the virtual shop and visited it an average of 1,52 times per month.• 25% of players that got virtually engaged towards the brand visited La Redoute.fr.
• On a quality scale, recruited fans are ranked between « natural » brand fans and opportunists.• Recruited fans developed a real affective relationship with the brand, making them value added fans.• The direct link between virtual and real sales shows that the avatar is a self-projection: ‘I want it to wear what I would wear’. The virtual purchase becomes a stimulus for a real purchase (emotional and compulsive).• Players who bought virtual items will keep it in their inventory, which will dramatically impact the memorisation rate…
« Totally Spies! Fashion Agents was according to usthe ideal mix : a huge notoriety in France, a femaletarget, and also a « Fashion » orientation of thegame totally coherent with the unique conceptionof fashion developed by La Redoute. Guillaume Darrousez, E- commerce Director La Redoute « We wanted to establish La Redoute in the social gaming world with a partner adressing our own demographic target. This partnership proved to be really fruitful and was also really fast as all the operation setup took less than a month. » Gwenola Toulemonde, Social Media Manager La Redoute
Head OfficeOUAT Entertainment197, rue de Bordeaux - 16000 AngoulêmeFranceTel: (+33) 545 384 015http://www.ouat-e.comFrédérique Doumic (CEO)email@example.comAntoine Papot (Social Marketing Manager)firstname.lastname@example.org