CHALLENGE

MTV sought to outplay rival Guitar Hero’s $1 billion rhythm-gaming franchise with the launch of Rock Band. Vocals and drums offered additional instruments and a band dynamic for players. Access to an expanded catalog of songs and the opportunity to jam online with fellow players from anywhere in the world was a novelty not yet seen in gaming.

Trailing Guitar Hero’s new release of its third edition by two months, MTV needed to build interest and entice gamers to cross over to Rock Band. In support of its wholesale partners and to capitalize on the holiday season, MTV also needed to drive pre-orders of the game.

SOLUTION

Give consumers the chance to live out their rock star fantasies on an authentic concert stage.

Rock Band hit the road — from Los Angeles to Cleveland, Atlanta to Portland and everywhere in between — to give music fans the chance to play the game on a stage with the lights and monster sound system found in a classic arena-rock concert. Advance teams canvassed the event locations with posters, distributed branded merchandise, and initiated PR to build excitement. The tour also tied into major marketing efforts by Best Buy, Walmart, and Sam’s Clubs to boost pre-orders.

IMPACT

Through demos in 95 markets, more than 50,000 players tested the game. Pre-orders for the holiday launch exceeded initial supply. In less than a year, 4 million units of the game were sold, generating sales of $600 million. The market value for the earned coverage in radio and on news shows equaled $850,000.