Our branded content wasn’t a long-form video that nobody watches, it can be a way to involve a brand with a community.
Other Energy Drinks have played in gaming, but always as corporate entities buying naming rights. For us, it was gaming sites like Nexus Mods, Sub- Reddits, Creation Club and in the game itself. Yes we reached over 2,000,000 people, but they were also the right people, skewed heavily to 18-24s and served by influential personalities in a medium where they paid attention.Īdvertisers will tell you that Facebook killed organic advertising, but it’s still alive and well, if you find the right communities outside of Facebook to amplify your brand story. Literally thousands of gamers watched the 4 hour stream of V-branded content effectively reconnecting us with our audience. We were the number 1 trending mod over the campaign and it was even translated into frence.Īs a brand whose sole purpose is to improve our drinkers a bit, we brought that proposition to life by improving not only their in game character, but their entire in-game world. We got coverage in all the major gaming blogs and mags. We launched on Xbox,and streamed with Twitch Influencers to over 600,000 engaged viewers. There, we worked with the community's feedback to squash bugs and tweak it. We then soft-launched to the PC community on Nexus Mods. We created the mod using Fallout 4's Creation Kit over two months. The scale of the mod went way beyond this with over three hours of new content and dozens of features. The mod all started by adding V Energy Drink into the game as a consumable object.
These were placed around the world in vending machines labeled "Property of Shameless Product Placement Inc" continually spawning indefinitely even after the three hours of content was completed.
When players drank the drink, all of their stats were improved a bit. We then used those requests to create Bit Better Fallout: A mod that incorporated three hours of new story content, new Power Armor suits, new weapons and dozens more features. We covertly went on Reddit and asked them how they would improve the game "a bit". Instead, we targeted the community of Fallout 4 gamers, one of the biggest games in history. We wanted to enter the world of gaming, but we didn't want to follow convention and sponsor the crowded eSports market. A V branded video game mod for Fallout 4 that made the entire game a bit better.
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