Brand Experience: Virtual/360
This category showcases how a brand experience beyond traditional advertising can be created. Work that brings a brand or product to life and interacts with a specific target through virtual/360 experiences should be entered.
How to make Generation Z, which is deceit- and traditional marketing- resistant, relate to a brand? Play came up with #GamersGonnaPlay communication platform, which embraced developed communication with leading gaming influencers, participation in the biggest e-sport events, dedicated product offer and engaging activation. The whole media and content eco-system created around gamers’ world opened the possibility of building relations on unprecedented level. Activities led on marketing- undeveloped area contributed to a meaningful increase of the most important parameters, and most importantly, increased sale.
Agency: MediaCom Warsaw