Challenge
- Boost visibility and increase propensity to purchase Paco Rabanne’s 1 Million fragrance
- Encourage data capture for Paco Rabanne to utilise post-campaign
Solution
- Deliver a unique and exclusive perspective on the World Cup for IGN/Ask Men’s highly engaged male audience
- Create an entertainment hub dedicated to celebrating and enjoying the pursuits of Man over the month of the World Cup – Man Month. Utilise Ask Men lifestyle content and videos, IGN gaming content and videos as well as custom football podcasts and videos from the UK’s leading football lifestyle podcast team, The Football Ramble
- Drive user interaction and data capture through competitions and sampling
- Integrate the 1 Million brand into all messaging and editorial environments to create a compelling and engaging environment for the IGN/Ask Men user
Results
- 30,000 samples of Paco Rabanne 1 Million distributed , smashing targets by 20%
- 20,000 users entered weekly competitions
- Extended social media networks on Twitter and Facebook; coverage on IGN’s category leading YouTube channel delivered positive incremental awareness and cut through