As part of the campaign, an innovative media experience was designed with the product (journalists' experience). It creatively combines a variety of communication channels and creates a unique narrative for the product - engaging and appealing to the media and the wider community. During the launch, for the first time in the market, the physical world intersected with the digital flight experience through personalised drone delivery. The communication idea and results of the campaign made it resonate across traditional media, social media and the journalistic community.
Microsoft Flight Simulator is an iconic game series with a forty-year history. It is not a game in the classic sense. You can't finish it or reach the finale. It is a full-fledged flight simulator with over 36,000 airports and dozens of licensed aircraft. What else sets the production apart? An incredible degree of realism, a digital recreation of the globe, thanks to Bing's map algorithm. The entire world at 1:1 scale has been transferred to the console.
A significant challenge was the fact that the latest instalment of the title premiered last year. So how do you talk about a game that journalists and fans of the genre all know about in an attractive way? In addition, for many gamers it is a 'PC' title, so it was necessary to convince them that the console version is a full-fledged production with identical features and excellent 'playability'. The final challenge was to find a way to broaden the audience and reach those who had never reached for Microsoft Flight Simulator because it seemed complicated to them.
the strategy developed
Influencer Video Marketing
In planning the communication, it was crucial to find a unique form and context for the presentation of the product that would not only draw the attention of a diverse audience, but engage them. The first element was definition of target group. This task required an analysis of the content creators - on the one hand passionate about flying, technology lovers, and on the other, people whose fans go beyond the thematic 'bubble'. It had to be borne in mind that the console edition of the production would bring together a relatively young audience.
It is also worth noting that for such a specific title as Flight Simulator not reached by 'everyday' gaming fans. With this in mind, the agency decided to base the campaign on one main activity and two accompanying activities.
On the basis of the baseline analysis, communication was addressed to avionics and simulation experts, hardware enthusiasts (dedicated controllers) and lifestyle professionals. Given the experience of the 'first' game launch and the pandemic conditions, the organisers decided to go custom, leaving the product in the spotlight and guaranteeing the safety of participants. Journalists, influencers and creatives received transport drone shipmentswhich perfectly related to the theme of the game and naturally aroused the interest of the audience. In a lockdown situation, this is ideal - economical, safe and innovative. The media received Thrustmaster advanced controllers and Game Pass Ultimate subscription codewhere Flight Simulator is available.
Thus, the main platform for communication about the game's release was the social channels and websites selected editors and influencers, including: Potato - YouTube: 943k subs., Tivolt - YouTube: 667k subs. or KomputerŚwiat.pl - 4.8 million UU/month.
Key messages of the activation included highlighting the innovative nature of the title and presenting it as an egalitarian game.
In addition, as part of the campaign, it was decided to prepare an ad in the largest travel site Fly4free.co.uk, offering virtual air travel via Microsoft Flight Simulator as a cost-effective and safe solution in times of pandemic. The offer was also supported by communication on the FB profile Fly4Free, gathering 834,000 fans. The choice of channel was driven by the need to reach a group interested in travel.
Another element of the campaign was a series of "live" broadcasts on the channel Turbulence on YouTube - 120,000 subscriptions, by passenger aircraft pilot Capt Dariusz Kulik. This ensured reaching a group of aviation enthusiasts and opinion leaders in this environment.
The first element of the project was analysis of places of residence each of the twenty recipients of Microsoft Flight Simulator kits. A verification of the spatial conditions, the status of the neighbourhood and the entities owning the area had to be carried out.
In practice, this has meant on-site inspection of each location - an assessment of safety conditions, terrain, distance of special status facilities. Once the sites had been selected, it was necessary to obtain permits from the State Agency for Air Navigation, the Civil Aviation Authority, as well as registering flights at a specific time.
Subsequently, it was necessary to scheduling of deliveries. The implementation of the project was spread over one week, four flights were carried out each day in each province. During this time, drones with Flight Simulator accessories and the game traversed the airspace of eight cities.
The project also included production of a video case study. The recordings followed a specific scenario - the drones would take off from under the Microsoft headquarters, then the machines would fly to their destination points, where the delivery process and a series of short shots depicting the emotions of the recipients were recorded. Invaluable here was the involvement of the FPV drone operator. This compact device offers a first-person view using goggles, allowing acrobatic displays.
In parallel, from the day of Flight Simulator's launch on the website and FB profile Fly4Free.co.uk featured an ad encouraging people to visit every corner of the globe for £4, thanks to Xbox Game Pass Ultimate and Flight Simulator.
Additionally, from 30.07 to 8.08, streams were carried out on the channel Turbulence. For one of them, a guest was invited: TV presenter and chef Marcin Kuc to add world cuisine themes to the broadcast, drawing a wider audience in front of the screens.