When our partnership with Alienware started in 2006, our primary objective was to launch the brand into a totally new, highly competitive market. Alienware challenged us to appeal to mainstream computer users without abandoning the company’s core gaming market, which had driven the company’s initial success. One of our first projects was planning, coordinating and supporting the company’s appearance at DigitalLife, a yearly event that exposes tech-savvy consumers to the latest
and greatest consumer electronics products.
DigitalLife gave Alienware the chance to demonstrate its high-performance PCs in front of mainstream consumers and press. DigitalLife is a feast of sight and sound. Competing for attendees’ attention is a tall order, particularly if you’re trying to entice them into a speech presentation — and the presentation theater has two of its four “walls” open to the bustling show floor only a few feet away.
M/C/C assembled a street team of “aliens” to generate buzz for the presentation and build excitement to a fever pitch. It worked, and the DigitalLife Theater was packed to capacity with standing-room-only crowds flowing into the aisles of the show floor. A clever texting promotion, temporary tattoos and a celebrity autograph session kept Alienware at the center of the event and created a lasting impression of the company and its products with this important audience.
