Success Story
Alienware connected with a new generation of gamers on Twitter by asking them #WhatDoTheyCallYou
Reaching a New Generation of Gamers
Key results
99M
total impressions1
100%
positive-neutral sentiment during flight3
16K
campaign hashtag mentions2
The opportunity
As a computer hardware company that launched nearly twenty-five years ago, @Alienware is known for empowering gamers in experiencing hyper real intensity and next level gaming.
But with a new generation of gamers on the horizon, how could Alienware connect with them so that their boundary-defying line of gaming products didn’t feel alien to a younger demographic?
The strategy
Twitter Gamers is a massive audience that is passionate about more than just gaming, such as the +80M gamers4 who are also passionate about sports.
With this insight in mind, Alienware launched #WhatDoTheyCallYou, a campaign enlisting two NBA & WNBA stars, who are also passionate gamers themselves, to engage and interact with Twitter’s premium gaming audience.
Steps to success:
01
Tease the campaign with a Conversation Button.
Alienware created hype for the campaign by teasing content with a Conversation Button, and asked fans to interact with a mystery launch post to uncover the celebrity talent behind the curtain, or rather, behind the console.
02
Enlist influencers to promote the activation.
In partnership with Twitter’s in-house creative experts @ArtHouse & MediaCom, Alienware activated two WNBA and NBA stars to promote the event from their own handles. The Los Angeles Clippers’ Paul George, for example, who has 2.3M followers helped launch the campaign by revealing his gaming name as “YG Trece.”
03
Host the big event on a Twitter Live Event Page.
Launch day was here and Alienware used Video Ads – including a Branded Hashtag – to drive traffic to their Event Page where the influencers livestreamed gameplay with fans. One such influencer, WNBA’s Candace Parker, otherwise known in the gamerverse as “LailaasMom3,” got 5.9M views jumping, climbing and diving her way through the Fall Guys game.
04
Maintain buzz after the event to stay top-of-mind.
After the livestream event, Alienware kept gamers engaged through video highlights and teaser content that continued conversation into the next phase of the campaign.
The success
Alienware said, take us to your gamers and Twitter did that and then some.
By both recognizing and validating our gaming alter egos, the #WhatDoTheyCallYou campaign resonated strongly with the gaming community. And the results...? Alienware’s engagement with Twitter’s premium gaming audience delivered 16K campaign hashtag mentions and a 100% positive & neutral sentiment during the campaign flight.
Every gamer has and is known by their gamertag, a name by which they identify online. With I AM, we partnered with celebrities to showcase their online gamer identity and give fans the opportunity to interact and play with them online. As a platform that lends itself to real-time social conversation and engagement, Twitter was a natural choice of partner to bring this execution to life. Results have exceeded our expectations, leading us to repeat the program multiple times since.
Sources
1 Source: Twitter Internal Data & Source: Brandwatch, Country: US, 2021
2 Source: Twitter Internal Data & Source: Brandwatch, Country: US, 2021
3 Source: Twitter Internal Data & Source: Brandwatch, Country: US, 2021
4 Source: Twitter Internal Data & Source: Brandwatch, Country: US, 2021