We spent 6 months working with Dell’s XPS and Alienware teams to develop a strategy playbook for each brand’s next 18 months. This work involved in-depth discovery through stakeholder interviews and focus groups, research across the competitive marketplace and related verticals, development of a strategic framework, partnership and sponsorship guidelines, and creative ideation around tactics that would bring the strategy to life, including budget and timeline breakdowns. 

With a strategic framework and plan in place for each brand’s experiential work, it was time to put it into practice with Alienware’s latest peripherals launch. We developed a microsite adventure and social media activation called Defy Boundaries that brought gamers into a vibrant Alienware world where secrete prizes awaited. As gamers completed challenges they were rewarded with a Snap Lens showing off never-before-seen digital fashion (think streetwear meets cyberpunk). Players could choose their adventure and signature appearance — the true mark of agency and individuality within the gaming world. Through this tailored, immersive journey, Alienware’s audience was empowered to share and celebrate their authentic selves.

— Largest activation (measured by visits) on record with Snap in Canada & France
— 9k new followers on Alienware’s WeChat
— 13.99M impressions from 33 influencers across China
— 400k site visits and 327k unique visitors
— Highest visit driving campaign for Alienware to date in the US, Canada, and France