In the years since Dell’s acquisition Alienware had started to lose touch with the hardcore gamer. High end gaming had seen a huge surge with many new titles demanding users upgrade their systems; yet within this community of gamers and enthusiasts who frequently visit LAN parties and gaming events, Alienware had hardly demonstrated any interest. The Alienware Area-51 PRO Challenge was designed to strike at the top of that demographic, a focused event delivered in front of one of the most demanding audiences, as a triumph here would filter down to the wider community and secure much of what was lost in recent years.  

Gadget Show Live provided the perfect venue with 30,000 targeted visitors. Via Europe’s leading gaming portfolio a bespoke tournament was structured that would see the best players in Europe go head to head for a significant prize fund, all training and competing on Alienware Area-51 machines in front of a live audience.  

A mini site set the scene supported by an extensive banner campaign with creative that demonstrated Alienware was the perfect enhancement for competitive gamers. The event took place over a three day period, with 15 staff, all wearing Alienware t-shirts, on hand to explain the concept of competitive gaming to the visitors, while advising on the Alienware hardware being used. As part of a large 'Game Zone' Alienware was surrounded by non-competing technology companies, and via a centre stage with a professional host the crowd’s attention was regularly diverted to the Alienware area, where a full explanation was given to the visitors.

In addition to the visitors themselves the Alienware Area-51 PRO Challenge stretched far deeper into the gaming community. Live coverage was provided for every game and skilled commentators provided voice-over to accompany the video stream which was broadcast over the internet to over 7,000 live viewers. Following the live stream the footage was edited and placed on a video on demand system where it received over 15,000 additional downloads.

Following the event itself another targeted banner campaign was delivered that placed particular focus on the flagship laptop and PC models offered by Alienware. This was served during a period when there was still a great deal of interest and excitement about the event.

The campaign was a huge success, both to the audience that received it live and the wider gaming and enthusiast community that followed with great interest. A comparison of both pre and post market research (with over 500 respondents) demonstrated that there had been a significant increase in both their perceptions of the brand and their intent to both purchase and/or recommend to others. Beyond our delivery, photos made their way onto third party sites covering Gadget Show Live and footage made its way on to Youtube.

"Heaven media have been fantastic when working with MediaCom across a plethora of campaigns in recent months. When Alienware was brought in to the Dell fold and MediaCom were challenged to create a go to market plan that encompassed the spirit of Alienware and connected to their core consumer on a number of touchpoints Heaven Media was the only partner who could tick all of the boxes."

Mark Jackson
Account Director for Dell/Alienware
Mediacom