In March 09, Steve Fowler, VP of techniques and client service at full-service marketing agency Ayzenberg, had just finished what he regarded as probably the most innovative campaigns he'd ever handled. Capcom, an innovator within the gambling industry, had just released Resident Evil 5 (RE5), the most recent discharge of among the industry's best game franchises. RE5, a effective resource having a passionate group of followers, had warranted using a web-based viral, or word-of-mouth (WOM), campaign because of its worldwide game launch. Even though the creative work and appropriate media for that RE5 launch have been thoroughly planned, Fowler seemed to be thinking about measuring the potency of the campaign to higher serve his client. Previously, measuring WOM was difficult. However, an application company named Meteor Solutions had found a method to just do that. Fowler and the team had labored with Meteor to complete several campaigns for other clients, but he'd never applied Meteor tools on this type of massive. Fowler understood Capcom may wish to hear specific WOM figures. That which was the ROI for that RE5 campaign and also the implications for future campaigns? Had the Meteor tools provided comprehensive and actionable information, or was more work needed before these solutions might be broadly utilized in advertising?
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