eircom – In-Game Advertising

Brief:

eircom was upgrading their broadband capacity to 7Mb and wanted to target a younger audience to either upgrade their existing broadband package or to switch to eircom 7Mb broadband.

In-game advertising was thought to be the perfect way to target this younger audience.

Audience:

15-35 mostly male. Gamers who feel they are not getting the best from their online gaming experience and considering an upgrade.

Strategy:

The ads were uploaded on to the games in X-Box Live and PlayStation 3 Network and embedded in to the game environment.

We used colloquial gamers language that demonstrated the benefits of 7Mb broadband. Some ads were generic gaming ads while others were specific to a gaming genre.

Because the ads were part of the physics of the game they could even shoot, blow up and crash in to the ads. Cool, or what dude!