September 2006Presented by: David Tokheim

Real Life Success StoryAtari + IGN

TEST DRIVE UNLIMITED: STEPPING INTO HIGH GEAR

• Landscape

• The Challenge

• The Strategy

• The Execution

• The Results

THE LANDSCAPE

• Fragmented media consumption

• Gaming industry is going through console transition

• Hundreds of entertainment choices

• Gamers are savvy

• Pronounced “Gamer Buying Cycle”

THE TOOLS FOR THE JOB

Network ToolkitTest Drive: Unlimited –

FIM Network Components

Audience

Audience

HOW CAN ATARI REACH GAMERS AND CREATE DEMAND?

1-to-1 Media

Audience

Advertising Public Relations

1-to-1 Media

Blogs, Boards, Podcast, RSSSocial Networks

Audience

Old Engagement Model: One-to-One New Engagement Model: Social

Advertising

Public Relations

Engagement is achieved when individuals move from

“response” mode to “actively” fostering a relationship.

Concepts: Mediapost, 2006

COMMUNITY TOOLS

THE RACING GAME MARKET

• Racing gamers play other genres

• $484 million in 05 spent on racing titles

• Clear cut market leaders spending big bucks on broadcast

• 52.3% of the IGN.com audience play racing games (ranks #6)

This is one tough market!!!

THE CHALLENGE: TEST DRIVE FRANCHISE

Reigniting a franchise that hadn’t had a release in 4 years

Saturated Racing Game Market

Clearly communicating new technology and product features

Need to drive deep engagement beyond traditional media placements

THE STRATEGY

Differentiate Through Engagement

Find the Influencers

High Impact Launch

• Sync With PR for Asset Release• Trailer / Video• Screenshots• Vehicle Reveals (Brands)• Making-Of• Screenshots• Editorial Calendar (Developer insights

Hands-On, Preview, Review)• Grass Roots PR & Promotions

THE STRATEGY: INFLUENCE THE INFLUENCER

THE STRATEGY: DEEP ENGAGEMENT

Deep Engagement Creates Word-of-Mouth

• Deployment of interactive user- generated content tools

• Users create their own trailers for Test Drive Unlimited using flash interface

• Users share content, and vote on entries as well as comment

• Winner becomes an official TDU trailer

THE STRATEGY: DEEP ENGAGEMENT

• Deployment of interactive user- generated content tools

STEP 1: USER CHOOSES VIDEO FEEDS

STEP 2: ADD TEXT AND COLOR

• INSERT HOME PAGE BLITZ

STEP 3: CHOOSE YOUR MUSIC AND SFX

STEP 4: PREVIEW AND PUBLISH

THE STRATEGY: HIGH IMPACT LAUNCH

• IGN Homepage Roadblock

• Lead Up Media:

• Homepage Floodlight & Featured Units

• Homepage Runway Units

• Xbox360 Channel Runway

• IGN Homepage Spotlights

• Homepage Promotion Sweeps

PAGE VIEW RESULTS & FUELING WORD OF MOUTH

• #1 Racing game on IGN at launch

• Generated over 608K page views during launch week

• #3 Top game on IGN during launch week outpacing LEGO Star Wars, NBA 2K7, Halo 3 Madden NFL 07

SUMMARY

Synched PR Efforts & Asset Distribution

Deep Engagement with Interactive Content

Trailer Premiere

Targeted Launch Media Blitz

#1 Racing game on IGN