Alienware: Area 52

Dean Challis

Campaign details

Brand owner: Dell
Agency: MediaCom
Brand: Alienware
Country: Australia
Industry: PCs, computing, high-tech
Media budget (USD): $1 - $3 million
Channels used: Events and experiential, Internet - display, Internet - general, Magazines - consumer, Online video, Outdoor, out-of-home, Social media

Executive summary

To drive Australian sales of Alienware, Dell's high-end made-for-gaming laptops, the PC maker reached out to console owners for the first time, targeting avid gamers despite them having limited screen time. It also invested four-fifths of its budget in production costs. The result was Alienware Area 52, a spectacular event that combined 3D projection mapping, live stunts and pyrotechnics. A film of the event was the third most viewed YouTube video in Australia with 628,000 unique views. This case study includes evidence of a significant increase in sales revenue following the campaign.

Campaign background