Atmosphere keeps Game in pole position for Black November campaign

The Idea

Game’s Price Beat Promise essentially allows customers to compare prices at Game against their competitor retailers and receive a 10% back on the difference if they find it cheaper elsewhere. This became our guiding principle when developing the communications to inform customers that they would not need to hold out or wait for the actual Black Friday deals because Game is able to guarantee the cheapest price during its month long Black November campaign.

The Challenge

Instead of running a single day of Black Friday specials as most retailers do, Atmosphere needed to sustain awareness about Game releasing weekly deals throughout the month of November. We also needed to educate consumers about the Price Beat Promise which was introduced for the first time during this campaign.

The Solution

We needed to build a runway which began in October to remind customers that this is the second time Game would be running a month of deals and that the Price Beat Promise would be made available for the first time. We commissioned a consumer survey to garner key customer insights which would inform the content strategy. We used strategic paid for partnerships for product pushes and influencers to help sustain the messaging around Black November. We also created a stunt using a Monster Truck to demonstrate just how Game would be crushing the competition with its Price Beat Promise.

The Result

Atmosphere generated 140 earned media clips across print, online and broadcast channels with a share of voice of 40% versus competitors. The earned media also gained higher traction as the month progressed to that of its competitors.

The Monster Truck video achieved a reach of 3.2m people across Game’s social channels.

The influencer partnerships saw a reach of 3.5 million while the paid for media partnerships had a total reach of 1 million.