Case Studies

The Brief
Create a digital magazine for F1 Championnship Edition, one of the key launch games for the Sony PlayStation 3.

The Challenge
Launch titles are make or break for a new games console and the target was to sell the game to 10 per cent of PS3 owners at the console's launch.

Editorial Response
The solution was to target the consumers where they were - online. The digital magazine was designed to deliver a hands-on test drive of the game and provide readers with exclusive, quality content, including video interviews with the game's creators.

Results
The game sold 43,000 copies, smashmg sales targets by 72 per cent, and with a promotion budget one tenth of the size of the top PS3 game, F1 Championship Edition reached third place in the top 25 PS3 games chart. 1.2 million people received the digital magazine, with a cllck-through rate of over 20 per cent (against an average of 3-4 per cent). The campaign also won the Creativity and Innovation Award at the IPC Media Planning Awards 2008.