Case Study
Capcom successfully ignites interest in Dragon’s Dogma 2
“Brand Lift Live proved invaluable as an in-flight measurement tool, offering us vital insights into audience engagement and consideration throughout our campaign. Armed with this data, we gained a precise roadmap for optimizing our media spend with maximum efficiency.”
Zach Smith, Vice President Digital Media, Gaming, Powerphyl Media Solutions
Consideration lift
Increased site visitor conversion rate
Capcom is a leading global video game developer and publisher known for classic gaming brands such as Street Fighter, Resident Evil, & Devil May Cry.
Industry
Entertainment
Brand
Capcom
Product
BLL, Cookieless, CTV, Quantcast Advertising Platform
Challenge
Over a decade after the release of Dragon’s Dogma, Capcom was eager to promote the long-awaited sequel to the classic action role-playing game. To rise above a crowded RPG release season with several high-profile competitor games, Powerphyl’s strategy team knew it was paramount to the success of Dragon Dogma 2’s launch to increase awareness, capture market share of purchase consideration, and drive engagement with prospects lower in the funnel via site visits.
Solution
Prominent gaming agency, Powerphyl Media Solutions, partnered with Quantcast to curate 3 custom audiences (Dragon’s Dogma players, RPG & action hardcore gamers, and Fantasy Entertainment fans, leveraging:
- Quantcast’s Affinity Audiences
- Pixel-based audiences
- CRM lookalike modeling of Dragon’s Dogma players
They took an omnichannel approach, amplifying the game’s engaging video assets to drive awareness via CTV, then retargeting via OLV and Display media with a compelling CTA in cookie-based and cookieless environments. Powerphyl used Brand Lift Live by Quantcast™ (BLL) to understand how ad exposures drove consideration with different audiences, so they could optimize the campaign in real time.
Results
The combined tactics of broad reach across channels (including cookieless environments) and precise targeting were incredibly successful, resulting in:
- 200% lift in site traffic
- 142% increased site visitor conversion rate
- 133% lift in purchase consideration across audiences (vs. 9% benchmark)
- 159% lift for entertainment fantasy audience
- 318% lift from display ads
- 97% more efficient cost per incremental visit (vs. closest competitive media platform)
In addition, BLL helped their team understand where the game stood competitively in the market upon release.
From Insights to Optimizations:
Using BLL insights, Capcom optimized the campaign’s frequency cap and strategically targeted competitors’ titles. The Powerphyl team also leveraged Quantcast audience insights to connect with the right consumers at the right time. They learned, for instance, that males (+73%) were the only ones influenced during the pre-launch, whereas females (+250%) were 2x more likely to consider a purchase in the accolades period.
The Partnership
