Dell Alienware: Are you game?

Anita Devraj Mookerjee, Deepa Sudhakaran and Siddharth Rai

Campaign details

Brand owner: Dell India
Agency: MediaCom India
Brand: Dell Alienware
Country: India
Channels used: Branded content, Magazines - consumer

Executive summary

Dell's Alienware machines are among the best gaming systems available: the Dell M15x is the world's most powerful gaming laptop. The brand's challenge was to convince a niche target audience, who spent all its time gaming rather than consuming media, of the machines' value? Rather than buy into traditional media, this campaign created India's first magazine specifically for serious gamers. The cost was $15,000 and this case study cites increased sales for the Alienware product as a sign of the success of the approach.

Campaign background

Dell was struggling to achieve take-off with its gaming offering, Alienware, in spite of it being one of the world's most powerful 15-inch gaming laptops.