Dell: Alienware Clan Challenge

Dell set an ambitious business target to increase sales by 20% for Alienware, its premium range of PCs designed for gaming.

Dell: Alienware Clan Challenge

Advertiser: Dell AustraliaAgency: MediaComCampaign duration: January to May 2010Budget (US$): 500,000 to 1 millionMedia used: Gaming, PR, Internet display, Experiential

Summary

Dell set an ambitious business target to increase sales by 20% for Alienware, its premium range of PCs designed for gaming.

Connecting with the notoriously difficult-to-reach gaming audience would need an innovative media solution that exploited new media channels such as social media, content and even the gaming servers themselves.

The result was Australia's most-talked-about gaming tournament, The Alienware Clan Challenge, which took Australian e-sports to...

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