“Alienware Alpha a powerful, flexible system designed to offer performance, an open flexible PC gaming system with the ease and accessibility of a console”

The Brief

• Campaign Objectives• Show off and establish the new form factor and opportunity to

have a true living room experience• Convince the core audience that it’s a genuine Alienware

experience;• Reassure people that product is based on quality and reliability• Grow Alienware market share by converting existing

Alienware/PC Gaming fans as well as converting console players

• Engage with key gaming personalities (YouTube streamers etc) where we use influencers to drive the message

The Ad Campaign Process

• Research• Planning• Strategic Approach• Campaign Execution• Evaluate Results

Research

• How can Alienware reach the target PC gamer demographic. The solution requires a focus on UK eSports, PC hardware review sites, PC gamer sites, YouTube PC gamer influencers

• General gaming publisher websites will reach predominantly secondary targets Console gamers

Gaming Portals Reach Key Target UK Audience

Plan schedule in brief

• Pre-Launch focus on game portal banners linking to pre-order page & generating buzz from key social influencers on YouTube

• Launch focus on Key PC gaming portals, UK eSport gaming community websites with site skins and banner ads, with weekly videos showing off the console

• Post Launch focus on conversion advertising key portals and community website

Strategy

• Reach the PC gaming enthusiast market the expanding eSport advertising opportunity is a clear first option

• All eSports predominantly require PC hardware. A large proportion have high end hardware systems that are required for the games

• Create desire and drive brand affinity by providing console for consumer and media first hand experience. Include partnering with key influencers on YouTube for esport, PC gaming within the LOL, DOTA2, Minecraft and other high market volume gaming commentators

• Drive the perception that this is a new era in cross console PC gaming experience

Expected CTR & CPM Market Insights Heaven Media & Google Data

• CTR Display Banners (0.21%) CPM $6

• CTR Site Skin or PreRole Video (~1-2%) CPM $20

• Conversion Rate 2.96% potential

Source Google

BudgetTotal: $100,000 Approximately split 20K October

40K November 40K December

Spend

Engage early adopter YouTubers with following on the eSport scene generate of new system

Pre-Launch: 40% CPM (1.3M)site banner ads, 20% CPA (0.2M) site skin ads to push pre-orders, 60% (0.3M) Azubu Preroll ads + (2x$3K influencers) YouTube influencers to drive trusted message from customer peers

Launch: 80% CPM (5.3M) site banner ads 20% CPA (0.4M) site skin ads capture max. game portal voice

Post Launch: 90% (1.6M) site skins to drive conversions + (2x4K influencers) YouTube / Azubu / Twitch channels.

Total Reach: 9.1M + Impressions from influencers TBC

XBOX Campaign Optional Extras• XBOX advertising can reach enthusiast gamers, required $40K minimum budget and

$19-23 base CPM with a reach of 2M• Create a YouTube channel dedicated to product launch that releases weekly content

on product features, capabilities, games, interest areas cost to be confirmed

Results to measure

• Percentage of enthusiast segment secured and list of notable mentions online

• Numbers of advocates built from consumer influencers• Awards and favorable mentions on non paid for publishers• Numbers in social channels tweets & impressions• Coverage in national, local, business, consumer, enthusiast,

broadcast media• Hardware review secured positive-neutral tone• Engagement through social media, FaceBook followers pre to

post launch comparison• Measure converts from PC, Xbox One, PS4, Nintendo Wii U

Images courtesy NASAAlienware is a Dell brandAll rights to their respective owners