Client: Play Impossible | Industry: Gaming | Wheelhouse Client Since: 2017
Play Impossible is a startup brand, and creator of an innovative new app-connected Gameball. The client approached Wheelhouse DMG just before their product launch with a problem; they were offered a spot on Amazon Launchpad to jumpstart their product launch but they needed to quickly grow an email list of potential customers in order to have a strong, successful launch.
The challenge was to grow a list of 10,000 email subscribers interested in the Gameball, from scratch, in 4 weeks. They were working with a set campaign budget that included ad spend, product cost, and fulfillment cost for the campaign.
Target Audience & Strategy
One of the major challenges of a new brand with an innovative cutting-edge product is that the customer targets are not always defined. This was certainly the case with Play Impossible, who had not yet completed any consumer surveys, brand research, or demographic analysis.
In addition to creating an email list of interested prospects, Wheelhouse DMG utilized this campaign as an opportunity to test visuals, video, and messaging across various audiences to discover where the greatest interest existed for the product.
We hypothesized that a significant number of consumers would be interested in the Gameball, if we were able to get pertinent information in front of them. However, generating single subscriber interest would be time intensive and extremely costly. We wanted to make Play Impossible’s audience work for us and help them grow their list in a viral fashion, by sharing with friends and family and encouraging referrals.
Wheelhouse DMG launched a viral referral campaign that allowed users to earn a free Gameball ($99 retail) by simply getting friends and family to sign up. Prizes were guaranteed at various tiers which encouraged more prolific sharing. Consistent communication created trust and a deeper connection with these new users.