Since so many core gamers have turned to casual and console gaming, PC gaming saw a major decline, not to mention sales. Alienware needed to re-establish themselves as leaders in the field, and build awareness around PC gaming as a whole.
Knowing that their audience likes to be entertained, and loves to talk smack, we gave them something they could definitely leave their remarks on — a branded content series that puts a fictional ex-champ who has lost it all to “the casuals” back in the game.
The five-episode series was an instant hit. The campaign saw an increase in Facebook fans of 100,000+, received nearly 11MM impressions and has been watched 520,000+ times.
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