Rocksmith — Nomadic Agency

Case Study

INTEGRATED CAMPAIGN – 2015 EFFIE WINNER

The Challenge

Outsell the Original Rocksmith in a Down Market

Our marketing objective was simple: double the size of the original Rocksmith game. Plummeting console
software sales, an $80 price tag, branded competition backed by big artists like Slash from Guns and Roses,
and a perceived lack of time for learning would prove challenging.

The Strategy

Reposition Rocksmith as Learning Software

Instead of re-launching Rocksmith as the next version of a video game, we repositioned it as learning software. While it expanded our audience and justified our price, it exposed an additional challenge – an endless amount of free learning content available online. We needed to promise consumers something that free content couldn’t – “THE FASTEST WAY TO LEARN GUITAR.”