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Case study: Puma
James Salins,
Sales Director, IGA
Case Study:
PUMA
James Salins
Sales Director : IGA
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What do we do?
PS3
Advertisers
PC
Game Target
Publishers Groups
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Who we work with: Publishers & Developers
Premium Boxed Product Games
Premium Free to play online gaming
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Static Integration – Puma
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What is Football Superstars?
•MMOG – Massively Multiplayer Online Game
•Organic ‘World’ that can be added to and changed
•Currently 350,000 users globally – majority UK based
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Puma Strategy
Strong affinity to the brand as you enter and learn the game
Branding in all key parts of the game
Bringing real world items into the game
Enriching Gameplay
To increase awareness and purchase intent with key
demographic
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Puma Training Academy
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Puma Stadium
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Video Billboards
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Within the academy
Branded Trainer Puma Training Kit
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Puma Carnaby Street Flagship Store- Front Entrance
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Puma Carnaby Street Flagship Store- Front Entrance
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Back Entrance
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In Store
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Avatars in-store
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Puma Apparel
Illustrated are an example of some of the 40 unique items available from the Puma store.
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Puma Glow Bike
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Puma V1.08 Boots
Puma v1.08 Tricks Boot (White & Silver) +22 speed boost
Puma v1.08 Tricks Boot (Black & Red) + 6 speed boost
Boots are purchased through either the Puma Store or various shoe stores around the game
world
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Virtual World Billboards
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Puma Video - Run
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In-game Advertising Effectiveness :
PUMA in Football Superstars
Harris Interactive
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PUMA ad has strong unaided recall.
Unaided recall Aided recall
Benchmark
(average across
5 in-game tests in 9
games, other than FS)
Unaided recall 23%
Aided recall 52%
All others < 8%
W1. From which brands have you seen advertisement on Football Superstars lately?
W2. You will now see different sport fashion brands. From which of the following brands have you seen advertisement on Football Superstars lately?
M5a Which of the following variants of PUMA’s advertisement have you seen at Football Superstars lately?
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91% of gamers recall having seen PUMA in -game
W3. Do you recall having seen advertisement for PUMA on Football Superstars within the past 3 months in these different game areas/elements?
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Increase of brand preference for PUMA
Brand Preference for… PUMA variant Preference for…
**
**
**
All other variants <=1%
All other brands <5% U5. And which of these sport fashion brands would you prefer the most?
U5a Which of the following variants of PUMA would you prefer the most?
Significance testing pre- vs. post-measurement: * a=0.10, ** a=0,05
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Purchase intent for PUMA and other major brands
Brand purchase consideration for… PUMA variant purchase consideration for…
a b
*
*
**
**
**
All other variants with very small
* base (under 30 - ineligible for sig
testing)
*
** U4. Which of the following brands of sport fashion would you consider buying and which you would not?
U4a Which of the following variants of PUMA would you consider buying and which you would not?
aBase ever heard of brand; bBase ever heard of and considering buying PUMA
Significance testing pre- vs. post-measurement: * a=0.10, ** a=0,05
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Purchase interest of PUMA boots
Top2box
v1.08 (very interested & interested)
59
N=59
* 62
N=107
M4. How interested are you in buying PUMA products?
Please refer to everything you may ever have heard or seen about PUMA, even if you may not know PUMA very well.
Base heard of PUMA: total pre-test=252; total post-test=252
M4a. How interested are you in buying PUMA boots v1.08?
Please refer to everything you may ever have heard or seen about PUMA boots v1.08, even if you may not know PUMA boots v1.08 very well.
Base heard of PUMA v1.08 speed Boot: total pre-test=59; total post-test=107
Significance testing pre- vs. post-measurement: * a=0.10, ** a=0,05
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In-Game vs Traditonal Media
Where have you noticed advertising for Puma recently?
PUMA in-game advertising: 83% Post
only
**
M6. You just indicated that you have seen, heard or read traditional advertising for PUMA.
Do you remember where you noticed this advertising?
Significance testing pre- vs. post-measurement: * a=0.10, ** a=0,05
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In Game
These both indicators get significantly higher scores compared to their respective
benchmarks.
Benchmar
k
Positive impact on attitude towards brand
Much better/ better
*
38
Liking vs. traditional advertising *
Much better/Better
39
W13. Thinking of your general opinion about PUMA, how would you say PUMA presence in Football Superstars has affected your opinion of PUMA?;
W10. As compared to traditional ads (e.g. TV, radio, print), how much did you like the advertisement within a game?
°– Top tertile threshold results; No indication– Middle tertile threshold results; * – Bottom tertile threshold results
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Emotional connection and Aspirational fit
Most of the statements are better rated in post-test vs. in pre-test. Only with regards to being
„a fashion“ and „a youth brand“, the ratings could not be improved.
Strongly disagree Strongly agree
I consider PUMA to be a football brand ** **
PUMA is a brand I am proud to wear. **
PUMA is a brand with a great heritage ** **
I consider PUMA to be a fashion brand
PUMA is an innovative brand ** **
I consider PUMA to be a fashionable/
trendy brand ****
I consider PUMA to be a supporter of
bright sporting talent ** **
EC=Emotional
I consider PUMA to be a youth brand
connection
Wearing PUMA products enhances my AF=Aspirational
performances on the pitch ** **
fit
M3. Thinking of PUMA, how much do you agree with each of the following statements about PUMA?
Please refer to everything you may ever have heard or seen about PUMA, even if you may not know PUMA very well.
Significance testing pre- vs. post-measurement: * a=0.10, ** a=0,05
5= “Strongly agree”; 1= “Strongly disagree”)
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If Puma were to continue – what could we do?
Emailers to database
Focus on leisure wear
CD Rom in store
Refresh and update branding
and products
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Ideas going forward
What else could we look at
doing?
David Lloyd Gyms
Sponsored AI teams
Sponsored Stadia / Cups
Carlsberg Bar
Diesel Nightclub
Odeon Cinema
Different Boot power – ups
( Power, accuracy, tricks )
Arcade – Branded Mini Games
Sky Sports TV Studio
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Ideas going forward
What else could we look at
doing? Sponsored Bar
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What could we do going forward?
Branded TV Studio for Interviews and game highlights
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Thank You
Any
Questions?
James Salins
Sales Director
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