NintendoEternal Darkness Target Market • 20 – 30yrs, UK males• Recent Game Cube adoptersObjective•Drive sales of the game•Increase awareness of the game and therefore intent to purchase•get across the “insanity” at the heart of thegamePropositionThe USP of this game is the character’s occasional descent into madness,which is part of the game-play…this involves changes to the look and play-ability of the game from the user’s point of view. You have to use the “sanity meter” to work out just how delusional your character is at anygiven moment…this aspect of the game was developed into the campaign proposition of: “You don’t play with this game, it plays with you”.Strategy/ Solution“Casual” gamers were targeted on men's music (Kerrang etc…) and lifestyle email lists with a 3 week email campaign using streaming video if the ad, followed by text/html and flash emails to the Emap male publications online portfolio.

Results Email :Average CTR on Kerrang list 1.25 %Average cost per acquisition on Kerrang campaign £2.13