Marketing Approach:
Reposition Facebook Gaming among all-around game enthusiasts, from ‘dated’ to ‘top-of-mind’ — as a world of play where you discover the joy that comes from a shared love of gaming.
The marketing approach aims to reposition Facebook Gaming, among the target audience, as the go-to destination to play, watch, and connect with games. By doing so, we aim to drive awareness of Facebook Gaming, relevance and mindshare in the industry, adoption of our products, and deliver a strong consumer experience.
UNLOCKING THE POWER OF STORYTELLING WITH EMOTIONALLY COMPELLING CREATIVE
Platform idea: Let’s celebrate discovering joy through a world of play. Gaming isn’t just about having fun. It’s about creating rich stories, experiencing deep emotions, building lasting connections, and most of all — immersing ourselves in moments of shared joy. And Facebook Gaming is where shared joy comes to life. Let’s celebrate discovering joy through a world of play. Gaming isn’t just about having fun. It’s about creating rich stories, experiencing deep emotions, building lasting connections, and most of all — immersing ourselves in moments of shared joy. And Facebook Gaming is where shared joy comes to life.
Creative insight & approach:
- Build on the foundational brand belief that people can do more together than alone
- Bring out the emotion of joy through a shared love of gaming on Facebook
- With a distinct illustration style over live action, we see an immersive, “hidden” world that people experience together in their everyday lives
- Metaphorical emotional themes are brought to life with animation
- Use of real-world popular gaming creators (like Alodia) and real Groups (like Girl Gamers) elevate authenticity
What we delivered
Global toolkit: Features the full spectrum of Gaming experiences: play, watch, and connect. Global diversity & representation in casting & sets. Not associated with any one campaign, media plan, or market.
- 45s brand sizzle for Facebook Gaming
- Messaging platform: lead-in line & messaging toolkit
- Visual key art: use in welcome mats, websites, events, print, etc
- 15s cut downs each for watch, play, connect
- Consumer-facing value props