Case Study – T - Mobile

Brief: 
T-Mobile were looking to reach young mobile phone users in a new and innovative way with a campaign that was based around group activity with friends. Existing media outlets were suffering from clutter and not cutting through to this young market. In line with their desire to be first movers, T-Mobile and MediaCom identified in-game as being an effective way of engaging with their target audience.

Solution: 
IGA identified a number of social multiplayer titles within its Radial Network into which dynamic adverts were served.

Creative consisted of a mix of in-game posters, sports hoardings and billboards, both within gameplay environments and during loading screens, utilising modified existing outdoor Mates Rates creative, geo-targeted to the UK.

Additionally 100,000+ 16-24 yr olds were targeted with a bespoke Golf Challenge mini-game based on a cut down version of a full retail title.

Consisting of a ‘nearest the pin’ one-hole challenge, players were invited to text their results for a chance to win prizes.

Results:
Awareness of T-Mobile in-game adverts in the first month was >25%

Amongst gamers awareness of Mates Rates increased by >30%.

T-Mobile also generated significant PR around their innovative use of the medium.