Overview: This campaign is built to expand awareness of Steam, a digital distrubtion service for videog games, by creating interaction in digital real estate normally taken up by videos or static images.
Goal: Inform consumers gaming on their computers and other devices about the Steam distribution program and engage with fun games to acquire new customers while building brand loyalty. Simultaniously giving long time brand loyal customers a reward for playing games on Steam by giving them new retro versions of their favorite games to play.
Description: Steam is a program that takes the hassle out of computer gaming. Purchase and download games right to your computer and start playing. This campaign re-imagines some of the best games on the market into easy to stream bite sized games with a vintage look. These games appear in the advertising space on websites and before videos on sites like Hulu and Youtube. Putting the games in front of players will let consumers easily play without leaving the site or video they are currently viewing. Eventually players would be prompted to click through to learn more about Steam, continue playing more of the game used in the ad space, and receive a coupon for a free game from Valve.
A possible screenshot for the Portal game.Inspired by Super Metroid.
Valve is responsible for creating Steam as well as some of the most critically acclaimed video games of all time. Their library of games would be re-imagined into retro styled games for this campaign. Not only would these games be an avenue for new customers, but a way for brand loyalists to play and interact with the brand and company they already love. Valve's games Half-Life 2, Team Fortress 2, Portal and DOTA 2 would all be re-imagined for this campaign using the vintage look.
Advertisements to go along with the campaign would appear using the likeness of the games created for the campaign.
The goal of this campaign is to move a new demographic of gamers onto Steam as opposed to stores like Target, Best Buy, and GameStop. In a day where more people are getting a taste of gaming on their mobile devices Steam is in the perfect spot to move these gamers into bigger and more immersive games.
Banner ad to go along with the campaign version of Portal.
Below are some examples scripts and text from the games that help capture the feel of the original games without alienating new players.
For Portal, the game represented above, and it's main antagonist an evil robot named GLaDOS.
GLaDOS: "Oh hello there, I almost didn't notice you there. Well since you are wasting resources, such as oxygen, I may as well put you to work. Begin the tests when the door opens."
For Team Fortress 2, from the perspective of the Soldier character.
Soldier: '''A good plan violently executed now is better than a perfect plan executed next week' General Patton said that, right before storming the beaches of Normandy, AK-47 in one hand, RPG in the other.
He then violently executed all of the Nazi officers and spent the next week relaxing on the beach. That's why we remember Churchill and not Patton. Get my drift soldier? Good! Now get to violently executing the plan!"
For the campaign version of Half Life the G-Man is a mysterious character who's intentions are not clear.
G-Man: "Mr. Freeman... We have seen your abilities... First Hand, but what a shame it would be if you were to lose your edge. So ready yourself for some... exercise, so to speak. It is the only way to end up where you need to be..."
The end result of this campaign would be a high amount of engagement with people playing games in a whole new convenient capacity.
