Richard Garriott, executive producer of Tabula Rasa and a leading game pioneer, decided to embark on a privately funded trip to the International Space Station above the Russian Soyuz spacecraft in October 2008. MindComet, an Interactive agency working with NCSoft, created a multifaceted strategy designed to leverage this rare space voyage and promote
The companies collaborated on Operation Immortality, an eight-week national campaign prompting participants to help preserve mankind. MindComet designed and launched operationimmortality.com, a minisite that would be the hub for the promotion.
Client Objectives
* Create buzz about the launch of the Operation Immortality initiative and Tabula Rasa game.
* Drive traffic to the Operation Immortality minisite as well as the main NCSoft website.
* Generate Tabula Rosa game registrations.
Strategic Components
* MindComet launched a grass-roots effort to reach hardcore gamers with information about the story.
* The agency engaged IZEA for blogger outreach and assistance in additional social media promotion.
* Operation Immortality took over the homepage of IZEA’s SocialSpark marketplace and utilized IZEA’s blogger focused email services to drive awareness and traffic to the site.
* Bloggers with interest in online gamers were targeted in SocialSpark to create sponsored posts, each requiring audit- able in post disclosure in compliance with the WOMMA Code of Ethics.
* IZEA reached out to high profile bloggers and other social media influencers with the exclusive opportunity to have their DNA sequenced sent into space.
Results in first four weeks:
SocialSpark Sponsored Posts delivered an avg CPC of $.26
100,000+ site visitors to the Operation Immortality minisite.
Blog outreach and PR effort generated 130,000+ mentions on sites.
Direct traffic from 5,800+ referring sites
Participation from leading influencers including, Kevin Rose (Founder of Digg), Robert Scoble (Scobleizer) and Mike Arrington (TechCrunch).
Client: NCSoft / MindComet
Agency: IZEA
Budget: Undisclosed
Date of Campaign:July 2008
Case Study URL: http://www.box.net/shared/static/provkvdjxy.pdf
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