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Case Study - World Winner

Client | Situation | Strategy | Results

Client

WorldWinner (www.worldwinner.com) a subsidiary of FUN Technologies Inc., is one of the world's leading providers of online games for cash and prizes, where the outcome of each competition is determined by the player's skill. With more than 17 million registered players internationally, WorldWinner hosts more than six million tournaments and awards millions of dollars in prizes every month.

Situation:

In early 2006, WorldWinner launched a co-branded Wheel of Fortune® game, which allowed fans of the show to face off against each other in an online version of the popular game show. These visitors could either register and practice the game for free or deposit money and play for cash and prizes.

"WorldWinner players constantly ask for branded content, so we were thrilled to partner with Sony Pictures Digital to deliver a widely recognizable online title," said Peter Blacklow, chief marketing officer, WorldWinner. "Our Wheel of Fortune game created an outlet for game show fans and casual gamers alike to experience the thrill of competing for cash and prizes similar to contestants on the actual TV game show."

The company built awareness of the co-brand through a series of commercials that aired during the game show. WorldWinner asked Reprise Media to use an integrated search marketing campaign to convert that added buzz into registered players.

Strategy

Reprise Media has long studied the connection between offline media spend and online activity. Marketing of all kinds creates buzz, and buzz drives people to search engines, where they ultimately attempt to seek out more information.

Making a connection with these users requires consistency. Search marketing assets must reinforce the messages they've already been exposed to in order to be successful.

Reprise Media used several tactics to speak to this audience:

Branded keywords:
IIn an effort to connect with fans of the show, the campaign focused on terms that included some variation of "Wheel of Fortune" such as "play wheel of fortune online" and "free wheel of fortune game". These terms delivered significant volume.

Because the company was mentioned during the broadcast of Wheel, WorldWinner also saw significant increase in searches for several of its branded keywords. Terms such as "WorldWinner Games" and "worldwinner.com" received up to 70% more searches during the course of the campaign.

Dynamic insertion:
Each creative also needed to speak directly to the searcher's request. Through dynamic keyword insertion, Reprise Media developed relevant, customized creative for each keyword in the campaign.

Increased bids:
To ensure a top position, and the broadest possible distribution during the short period of the campaign, Reprise Media raised the bids on all branded keywords. This ensured that these valuable ads would not be bumped from results pages or contextual placements throughout the search network.

"Working with Reprise to promote online Wheel of Fortune helped WorldWinner maximize the effectiveness of our offline and online media spend," said Richard Sweet, vice president, acquisition and retention, WorldWinner. "There was a clear and direct correlation between the buzz our media spend generated and the number of people we acquired through search engines. We were very happy with the results of the campaign."

Results

Due to the integrated nature of Reprise Media's campaign strategy, WorldWinner experienced significant lift in their campaign, crushing many existing benchmarks during the first week of their campaign. Specifically:

• 1157% increase in registrations - people who signed up to become WorldWinner members
  
  
• 659% increase in practice players - those who registered and followed up by sampling the free games on the site
  
  
• 100% increase in money players - people who deposited money into an account and played for some kind of stakes.

To request additional case studies, or for more information on Reprise Media's search engine marketing services, call us at 800-218-9476, or contact a Reprise Media representative today!