Zapak.com has planned a 360-degree marketing campaign to promote its live multiplayer games channel. The month-long campaign starting from October 8, with estimated ad spend of close to Rs 4.5 crore, will primarily target TV, and will use mediums like outdoor, Internet and ambient to supplement it. The creatives for the campaign have been conceived by the Zapak team and produced by Ideas@work.
Speaking about the campaign, Arun Mehra, CMO, Zapak Digital Entertainment, said, “We want to communicate that gaming is not just about playing with oneself, but also about competing with others. With this campaign, we are trying to inculcate gamers into the habit of online live multiplayer gaming.”
The 360-degree campaign would involve mediums like television and outdoor in phase I, and radio and online in phase II. The concept of the campaign lies in the ‘taunts’ that people give other during a multiplayer game challenge.
Five creatives for television have been planned. Two of them in English have the tagline ‘Things could get ugly’; two others in Hindi have the tagline ‘Panga ho jaaye’, while the fifth one is specifically targetted at kids. While the kids-specific TVC would be aired kids channels, the other two would be featured on youth and movie-based channels with some spends on GECs for a larger reach. The creative for the outdoors would also revolve around individuals narrating their favorite taunts. The outdoors would be covering seven cities with about 32 sites.
Zapak already has 16 games on offer in its multiplayer platform. The games range from tic tac toe and ‘Saanp Seedi’, to sudoku, chess and cricket. The portal has also signed on a brand to sponsor the cricket multiplayer game.