be the game
GameStop Guitar Hero launch
idea
Give consumers the chance to "get in the game" with their face and likeness digitally captured as a playable character in a future Guitar Hero game.
ignition
The campaign kicked-off with pre-launch hype among GameStop's 5000 store managers at the company's annual National Sales Meeting.
An interactive microsite, with exclusive features such as a "Rock Name" generator and custom guitar skinner, supported the sweepstakes and act as a hub for numerous other promotional activities.
An online consumer promotion offered consumers who pre-ordered the game access to a secret code that would unlock all 84 songs from the game on day one was implemented.
The promotion was supported by in-store POS materials, email blasts, online newsletters, banners, an online viral marketing initiative, a full-blown social media initiative, and midnight retail events at thousands of stores, designed to give consumers first crack at the getting the game.
In New York, Los Angeles and Dallas, there were marquee events where consumers were given the chance to showcase their Guitar Hero prowess with a Guitar Hero shred-off, see-and-be-seen with celebrity VIP guests and have the opportunity to experience Guitar Hero World Tour before it went on sale at midnight.
impact
The microsite garnered hundreds of thousands of unique visitors who generated content and voted on what others had created. And tens of thousands of consumers took part in midnight retail events all over the country.
GameStop had again given power to the players of all skill levels and gaming abilities.
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