From the Brief to the Results,
BRIEF
In 2020, the gaming industry overpowered the cinema one, which is why Prime Video -during the launch of the new action film "Without Remorse" inspired by the Tom Clancy saga- asked us to reach a new audience: gamers. But, how could we talk to an audience that prefers to play first-person shooters every day rather than watching an action film?
INSIGHT
During online games, FPS gamers often communicate through "action codes”, jargon terms used to coordinate and decide the actions to be taken during missions.
IDEA
Starting from this behaviour, we used the gamers’ language to turn the title of the film, “Senza Rimorso”, into a new action code. Alongside the most followed gamers in Italy, we started to spread this new "action code" phrase, transforming it into a real new challenge: to win a game with one less partner. The Senza Rimorso action code became so popular amongst gamers that it immediately became a a 3-day tournament on Twitch, hosted by the largest e-sports organizer in Italy.
RESULTS
Earned media & mentions: The campaign has been cited by several gaming magazines reaching + 3M organic mentions. Powered by gamers: +70 gamers organically participated in the challenge
Intent to watch
On the day of its launch, the film Senza Rimorso was the most watched film on the platform
