Dark Souls II
Namco’s ‘Dark Souls II’ reached a very credible No2 spot in its first week of release selling 34,000 copies over the launch weekend. The sequel to the original Dark Souls, which was released in 2011, sees a 20% increase in week 1 sales over its predecessor while also debuting one position higher.
This is Namco’s largest Wk1 performance since Test Drive II which was released back in February 2011. In terms of media our television buy was optimised around a high frequency buy of the 1634 male audience and we then set up a partnership with Shazam to utilise a licensed track in the TV ad to provide viewers more opportunities to interact with the product. Namco had licensed “Where’s Is My Mind” by the Pixies so we worked with Shazam to ensure that the television provided additional content when viewers integrated with their mobile devices.
Cinema was targeted to key 16-34 male films and planned for 4 day bursts around the launch weekends of each film. Not only does this mean attachment to the momentum of the PR and marketing around theatrical release but we also attain the largest footfall of admissions. With digital the plan from the outset was very much to support key trailer assets and push pre-orders and given that on the Thursday prior to launch there were nearly 30k of these (pre-orders) it certainly went a long way to help.
Strong pre-order messaging was pushed out across all the pre-launch digital assets. The digital spend was focused largely around specialist environments due to the hard-core nature of the game. We utilised a blend of rotational skins and pre-roll to ensure high CTRs and high impact. Another item of interest to note, was that as the campaign has progressed it is the core gaming audience who are demonstrating the best interaction levels to our ads. This heightens the importance of using in particular gaming site specific pre-roll.