Duracell
Game Longer
Young consumers are critical for the growth and success of brands today and tomorrow. One of the best ways to authentically connect with this audience is through their key passion areas. With 97% of Gen Z identifying as gamers, it became clear that an authentic connection needed to be developed with the gaming community.
The best way for a brand to build relationships with its audience is to provide authentic value. Understanding gamers desire of uninterrupted play, it became clear that time was their biggest opponent. From unreliable batteries that fail in the midst of the gaming moments that matter most, to simply finding enough time to devote to their passion, time is the key to unlocking the ultimate gaming experience. With this insight in mind, I developed a campaign highlighting Duracell’s efforts to enable the gaming community to Game Longer. This was brought to life via a sweepstakes, content series, and influencer partnerships.
Teaser video to spark interest and build engagement by leveraging energy around the upcoming launch of Halo Infinite (the hottest game launch of the year).
Beyond the sweepstakes, additional digital/social content was created to further illustrate the importance of reliable batteries for uninterrupted gaming. Attention was drawn to Duracell’s proven benefit of being the longest-lasting battery in Xbox wireless controllers.
Bespoke, quick turn social content created at the Game Longer Getaway (activation) created some of the most robust and highly engaged social content in the brand’s history while also clearly demonstrating Duracell’s product benefit and devotion to enabling gamers to #GameLonger.
Influencer Strategy
To reach beyond the hardcore gaming community, top tier influencers were enlisted to promote both the benefit of long-lasting Duracell batteries and their personal trust in the brand for uninterrupted gaming experiences.
24.5M+ impressions were earned with and average of engagement rate of 8.6% (benchmark is 2-3%).
To help illustrate Duracell’s proven longevity benefit, we enlisted top gamer influencers to stream their (Halo) gameplay while prominently featuring a custom widget showcasing the energy levels of the Duracell batteries powering their controllers. Streamers also supported this messaging via social posts.
Media Partnerships
In order to have an authentic voice in the spaces where gamers live, we developed content and activations with top gaming media destinations. Partnerships with IGN an Reddit further spread Duracell’s “Game Longer” benefit while providing engaging prompts, tips, sneak peaks and more.
