Digital & Social

HOUSEKEEPING & INTRODUCTIONS (11:00 a.m. ET)
MEMBER ROUNDTABLE & BREAKOUT DISCUSSIONS (11:05 – 11:30 a.m.)

I. USING CULTURAL RELEVANCE TO ATTRACT NEXT GEN GAMER (11:30 a.m. - 12:15 p.m.)
Few video game brands are as well known and loved as Street Fighter; it’s been an industry sales leader and a cultural force ever since its launch. But over time, gaming moved out of arcades and off of couches, and fighting games became a niche genre. To achieve sales goals, they had to expand their reach to a new generation of gamers who didn’t have a tie to the brand. The launch campaign for Sreet Fighter 6 would have to do more than sell the franchise’s next iteration- it needed to create a cultural moment that people wanted to be a part of. In this session, learn how the brand achieved this by leveraging hip-hop legend and a true fan of the franchise, Lil Wayne, to reach potential fighters on their social feeds with engaging, fast-paced action montages reflective of the brand’s levity and spirit. Learn how the brand created a digital showcase hosted by Lil Wayne to excite fans and future players with an inside look at the game and how they activated on Twitch with branded elements to give creators and the brand cohesive, visual containers for their livestreams. 

Speakers:
Tak Inoue, Head of Brand Marketing, Capcom USA
Tim Washburn, Founder & CCO, Nomadic Agency