Consumer-Generated Media (CGM) Case Studies
Below are just a few examples of Affinitive's innovative consumer engagement solutions. To browse by industry or solution, please follow the links to the right.
Ubisoft - Assassin's Creed
1191 A.D.: Brotherhood of Assassins was an international program that provided an innovative experience to gamers and fans to generate anticipation for Ubisoft's forthcoming title Assassin's Creed. Consumers were immersed in the game's storyline, building advocacy through direct brand interaction and co-creation. The program grew virally sans any media support to become Ubisoft's most successful community effort ever.
Major US Wine Company - Consumer Advocacy Program
Blaze the Trail is a fun social platform that encourages consumers to explore Redwood Creek wines and engage around the brand's positioning - the love of the great outdoors - while educating them about the brand and about the wine, with exclusive Q&A sessions with winemakers, and allowing them to share content. The platform has become an "anchor" of Redwood Creek's overall marketing mix, connecting the dots between various marketing, PR, consumer insights, and CRM initiatives. View case study >>
The Nielsen Company - Hey! Nielsen
Hey! Nielsen is a next-generation social platform that allows consumers to become a collective voice of change by sharing their opinions and media consumption habits about entertainment. Hey! Nielsen provides real-time metrics on not just what is popular in entertainment, but why it's popular while giving consumers a voice they have never had and helping Nielsen reinvent the ways they conduct audience measurement. View case study >>
Electronic Arts - Lord of the Rings: Conquest
The Battle for the Ring program generated buzz and awareness among action gaming enthusiasts and LoTR fans for the release of Lord of the Rings: Conquest via an ARG-style community platform in which members chose to participate as "good" or "evil" and fight for The One Ring, earning troops for their side as they co-created content that helped spread product messaging, educate key selling points, and drive pre-order sales.
Bacardi - Bacardi Live Tour
Bacardi sought to create an instantaneous, consumer-generated "digital ripple" around several of their offline events and tours to help generate top-of-mind awareness. Affinitive, working in conjunction with our friends at Javelin, developed a framework to empower those in attendance to easily document and share their experiences via numerous mobile and social tools. Bacardi was able to monitor and measure participation and reach of consumers, as well as pre- and post-event online chatter.
Ubisoft - Red Steel
The Dojo of Pain program served to create buzz and generate awareness for the video game Red Steel, a launch title for the Nintendo Wii platform. As a new title, it needed to engage consumers to drive awareness and pre-orders for the game at retailers (very important in the video game industry). View case study >>
By Capability
- Word of Mouth and Social Media Marketing, Technology, Strategy, and Measurement
- Managed Customer Communities
- Online Consumer Advisory Panels
- Viral and Buzz Marketing
- Loyalty Programs and CRM Integration
- Consumer-Generated Media
- Brand Ambassador Programs
- Facebook, Social Applications, and Widgets
- Influencer Programs
- Community and Social Network Marketing
- Product Seeding and Sampling
- Consumer Engagement Promotions and Sweepstakes
