buzzing for black ops
GameStop Surprize Attack
idea
The Marketing Arm brought back “Surprize Attack” to help GameStop promote the launch of Call of Duty: Black Ops. The integrated promotion hit consumers in store, online, via their mobile device, through social media, and on TV.
ignition
Building on the success from the first "Surprize Attack" promotion, GameStop sought to engage the consumer earlier in the year while other retailers were not yet in the marketplace for Call of Duty. Beginning in May, the three-phased Surprize Attack promotion began.
Phase One centered around the first pre-order exclusive from GameStop: A limited edition poster featuring the epic “Sitting Bull” artwork that became synonymous with the game. During this phase, GameStop distributed 400,000 posters to consumers. Each poster included hidden codes that led to a secret website and a phone number repeating a cryptic recording. Consumers quickly deciphered the codes and online message boards, forums, and gaming websites lit up with chatter and anticipation.
The second phase began in September as the same secret website where consumers were directed during the summer transformed into an interactive microsite that hosted three top-secret operations for consumers to take part. Over the next few weeks, we activated the missions and consumers were able to watch videos, download an exclusive wallpaper, scan reconnaissance photos to win a limited edition t-shirt, and view a viral video announcing the return of Surprize Attack.
In the final phase, the Surprize Attack sweepstakes went live featuring four elite prizes hidden among the daily secret give-aways. The top prizes: A Polaris ATV, a Harley-Davidson motorcycle, a fighter pilot training experience, and a Call of Duty: Black Ops limited edition JEEP Wrangler. Among the other 22,000 daily prizes were walkie-talkies, a satellite phone, a custom surfboard, an autographed chopper pilot helmet, codes for downloadable content, and gaming gear.
With the focus of Surprize Attack centered on intrigue and excitement, the tagline “TOP SECRET PRIZES REVEALED DAILY” reinforced this idea. We were careful to keep the exact order in which the prizes were given away a secret until noon each day when a new intelligence file was available for viewing online. Consumers were encouraged to return each day and enter for the daily prize.
Just for entering the sweepstakes, consumers were guaranteed one of four prizes: A digital footlocker with screenshots and wallpapers, a TGI Friday’s coupon for a free appetizer, a 100 Microsoft Points card, or a 12-month XBOX Live Gold Membership card.
To accompany the main sweepstakes, GameStop ran a program with SCVNGR, a location-based game for the iPhone and the Android platform. Custom challenges were created for consumers to head to GameStop and complete for three rewards. By completing challenges and accumulating points, consumers could download the digital footlocker and take advantage of two offers: A “Spend $5, Get $5” deal and a 30 percent bonus trade value for any game. Challenges tied into the overall Surprize Attack program and were available at GameStop from October 5 through November 10.
An extensive Facebook campaign ran alongside the three top-secret operations and sweepstakes. A tab on the GameStop Facebook page featured photos, videos, a message board, and a link to pre-order from GameStop — all designed to push out daily messages and hints.
impact
Soon after the launch of Call of Duty: Black Ops, it was announced that the final pre-order total had exceeded our original goal by nearly 10 percent. This integrated campaign generated excitement in the marketplace and, more importantly, drove sales. The three phases continually pushed the pre-order message and successfully created excitement around GameStop and Call of Duty: Black Ops.
