Launching A New Brand In A New Market In A New Category
Objective:
Launch an online, real-money gaming product in New Jersey. Achieve general market-category awareness. Delivery efficient platform registrations, and drive PartyPoker to market leadership within a month of launch.
Launch an online, real-money gaming product in New Jersey. Achieve general market-category awareness. Delivery efficient platform registrations, and drive PartyPoker to market leadership within a month of launch.
Strategy:
To hit hard, and hit fast out the gate. To overwhelm the market, and competitors to drive immediate response and support liquidity requirements from the outset.
To hit hard, and hit fast out the gate. To overwhelm the market, and competitors to drive immediate response and support liquidity requirements from the outset.
Execution:
Fearless developed a multi-channel, integrated, and high-impact media plan that utilized all available communication channels to drive general consumer and category awareness. We integrated with client’s marketing team to optimize all media in real-time. All activity was measured against KPIs and adjusted to improve overall efficiency. Tactics ranged from traditional, through digital, mobile, and social media. Overall delivery was supported by earned media tactics and aggressive activation.
Fearless developed a multi-channel, integrated, and high-impact media plan that utilized all available communication channels to drive general consumer and category awareness. We integrated with client’s marketing team to optimize all media in real-time. All activity was measured against KPIs and adjusted to improve overall efficiency. Tactics ranged from traditional, through digital, mobile, and social media. Overall delivery was supported by earned media tactics and aggressive activation.
Results:
Achieved over 50% of market-share, and category liquidity within thirty days of launch, dramatically surpassing objectives.
Achieved over 50% of market-share, and category liquidity within thirty days of launch, dramatically surpassing objectives.
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