Dell's Alienware is currently Dell's premier gaming brand. The document outlines a digital strategy to promote Alienware by increasing its share of voice and extra share of voice through social media, internet marketing, mobile apps, and celebrity endorsements. The 6-month, $50,000 strategy includes campaigns themed "The Flames of War" and "Befriend Aliens" to engage target audiences of gamers aged 15-45 making over $50,000 annually. Performance will be evaluated based on social media followers, positive feedback, product sales, survey responses, and rewards redeemed. Budget may be adjusted if click-through rates fall below thresholds.

1. Dell Alienware
Digital Strategy
Yue Gao

2. Brand Analysis
Current Status
Alienware is a computer hardware subsidiary of Dell, Inc., which is
currently Dell’s premier gaming brand in global market.
The distinctive theme design gives its products (desktops, laptops,
workstations and computer peripherals) a special “sci-fi” style.
Business Challenges
Overpriced: Cutting-edge stuff adds the price up.
Heat Problems: Common problem, cooler suggested.
Frequently Upgrade: Products are easily outdated.

3. Goals
Promoting Alienware
Increasing the share of voice (SOV) of Dell, Inc.
Rising the extra share of voice (ESOV) to maintain
the growth of the brand’s share of market.

4. Digital Strategy
Target Audiences
Group: Young adults, Game lovers, Teenagers/Parents
Age: 15-45
Income: avg. 50,000/year, household
Geographic: United States
Psychographic: People who love to play 'large-scale' PC
games; who have high requirements to their 'battle
equipment'; who like personalized and innovative designed
devices...

5. Digital Strategy
Media Choices
Social Media: Facebook, Twitter, Pinterest, Youtube, Vimeo, Blog, etc.
Other Internet Marketing: E-mail, Google AdWords, Tech Web Reports,
Celebrity Interview Video, etc.
Mobile: Geo-location App, QR Code, etc.
2012 Summer: “The Flames of War”
- Selling points: Summer vacation, hot weather, tense battle, call
for actions...
2012-2013 Winter: “Befriend Aliens”
- Selling points: Holidays, exchange gifts, quality presents...

6. Digital Strategy
Preparations
SEO - for Alienware Website
PPC Strategy - Setup Google AdWords/FB Ads/ WordPress
Ads Accounts
Contents - Campaign e-mails, blog posts
Campaign Activities
Celebrity Game Lovers - generate buzz
Alien Timeline Cover - obtain ‘Alien Script’ name tag
Check-in with #Alienware - award ‘Alien Badge’
QR code ‘Alien Riddle’ - get discounts
Special Days Purchases - personalized engraved

7. Timeline
BLOG POSTS,
SEO, PPC PLAN, E- CELEBRITY BUZZ,
MAIL, CAMPAIGN
CELEBRITIES VIDEOS
April May June July August
‘ALIEN TIMELINE COVER’, ‘ALIEN RIDDLE’, ‘CHECK-INS’...
- THE FLAMES OF WAR -
October November December January
BLOG POSTS, SEO, CELEBRITY BUZZ,
PPC PLAN, E-MAIL, CAMPAIGN VIDEOS
CELEBRITIES
‘ALIEN TIMELINE COVER’, ‘ALIEN RIDDLE’, ‘CHECK-INS’...
- BEFRIEND ALIENS -
special days: NOV. 22~27; DEC.24~31; JAN.1

8. Budget
Total: 50,000 USD (6 month)
Approx. 8,000 USD/month
Contingency: 2,000 USD
Pay Per Click: $2,650/month
(Including: Google AdWords, Facebook Ads, WordPress Ads)
SEO (For Alienware's website): $1,500/month
Social Media: $1,800/month
Mobile: $1,100/month
E-mail: $500/month
(Including: News Letter, Promotional e-mail)
Content: $450/month

9. Evaluation
Number of social networking page followers
Social Mention.com - Amount of Positive
Voices
Product Sales
Post-email-surveys
Number of name tags, badges, and engraves

10. Contingency
Stop FB Ads and/or WordPress Ads if CTR does
not reach 5% in two months in each campaign.
Put all the budget for PPC Ads into Google
AdWords to boost CTR.
Engage into positive conversations to ensure the
SOV/ESOV quality if negative mentions grows on
socialmention.com.