Puma _73k_ - Puma training academy

							Puma training academy
Campaign type: Fixed Product Placement




Objective: Puma wanted to do something meaningful in-game to target 15 – 34
year old males. They wanted the Puma brand to be fully integrated into the game
and to be seen to enhance gameplay. Puma is outspent by some of its
footballing rivals so they wanted a medium where it could take centre stage.
Strategy: Football Superstars is a multiplayer virtual world where you take your
character from Z-list footballer to A-list legend. IGA devised a campaign in which
Puma would have strategic placements at key touchpoints in the game. The
Puma training academy was designed to teach new recruits the fundamentals of
the game through tutorials as well as giving experienced players a chance to
brush up their skills. There is also a flagship Puma Store in the game world (a
replica of the Carnaby Street store).
Results: Gaming statistics of actual brand usage have been excellent. About
1,500 tutorials take place in the Puma Training academy each day averaging
about 18 minutes per tutorial. To date $61 million in-game dollars (a mixture of
microtransactions and in-game cash) has been spent on Puma goods within the
game with the store achieving about 1,000 visits per day. Research from Harris
showed that purchase intent for Puma Speed boots went up by 76%. Overall
68% of gamers said they preferred in-game advertising to traditional advertising
while 71% said that their attitude towards Puma had improved as a result.