Facing a historically slow summer retail season and no blockbuster new product launches in the queue, GameStop challenged LDWW to find creative ways to generate buzz between Memorial and Labor Days. LDWW embraced the challenge, formulating a series of news-generating content and activities to drive headlines for GameStop during the summertime announcement void.
Using the relaxed summer vibe as a springboard, LDWW kicked off a #SummerAtGameStop campaign. The team helped organize an inbound Mashable media tour resulting in a wildly popular retro gaming and console refurbishment story that went viral. Separately, a video game enthusiasts’ survey about gaming ownership and trade-in practices grabbed news attention throughout the season. To augment the flurry of news stories, LDWW organized a Twitter party and blogger event reaching 400 mommy/family bloggers with online videos of kids “reviewing” Xbox One on behalf of GameStop. Finally, the team produced satellite and radio media tours focused on Dads & Grads and Back-to-School, and sharing great gift ideas available at GameStop locations worldwide.
The results were astounding. Despite a significant lack of new product news LDWW generated 250+ news stories and millions of media impressions in places like Bloomberg, Fortune, AP TV and VentureBeat, among others; almost 20,000 Tweets from the Twitter party and blogger events alone; and a Mashable story that was shared more than 11,500 times in social media. GameStop stores also experienced a non-stop stream of customers throughout the summer, helping to offset the traditional summer season lull.