INTEGRATED CAMPAIGN – 2015 EFFIE WINNER
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.
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.”
The 60 Day Challenge
We created a before & after content campaign that quantified FAST. It made learning attainable to aspiring guitarists actively searching for learning solutions. To support the campaign, we created six success-story documentaries to prove the product worked. Success story participants were also featured alongside software developers in a 5-minute informational launch trailer that explained why it worked. And multiple TV spots created awareness.