|
The digital marketing company will produce, seed and track a viral game which will convert through an affiliate model for LOVEFiLM, the first time that an initiative of this kind has been done on such a large scale. The concept of the game centres around players training to become superheroes, battling both good and bad guys and using DVDs to knock them out. Once the game has ended, players are given a promotional code which can be redeemed at checkout on the movie rental website, and are invited to submit their score to a leaderboard. The player with the highest score will win £250 worth of vouchers and the next nine high scorers will receive free annual membership to LOVEFiLM Rentals. Peer-to-peer referrals are also encouraged through a recommend-a-friend facility where players can invite others to play.
The game will initially be seeded on the main gaming portals, viral communities and social networks. TradeDoubler will then track the number of people that play the game and subsequent sales via the LOVEFiLM site. Sales conversion rate is expected to be two per cent, whilst click-through rate is likely to be around 25 per cent. Jason Norris, affiliate manager at LOVEFiLM, comments: “November through to February is an important time for us in terms of DVD rental and we wanted a strong, creative digital campaign to explore new opportunities. The concept TradeDoubler presented to us was the perfect way to do this, making them the obvious partner for this campaign. Tracking the viral impact on a performance basis makes this a really exciting new step in our digital strategy.”
|
