Alienware: Area 52
Dean ChallisMediaCom
Campaign details
Brand owner: DellAgency: MediaComBrand: AlienwareCountry: AustraliaIndustry: PCs, computing, high-techMedia budget (USD): $1 - $3 millionChannels 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...