dell alienware - 2013 laptop portfolio launch case study
TRANSCRIPT
CASE STUDY: ALIENWARE LAUNCH 2013
CASE STUDY: ALIENWARE LAUNCH 2013
In advance of a global launch at E3 2013, AxiCom and Dell hosted an NDA event for European media in London to unleash the latest Alienware portfolio
CASE STUDY: ALIENWARE LAUNCH 2013
More than 75 media and influencers from four countries across Europe gathered at the Arches in Vinopolis
Frank Azor, General Manager of Alienware flew over to introduce the new portfolio – his first launch event in EUROPE
CASE STUDY: ALIENWARE LAUNCH 2013
CASE STUDY: ALIENWARE LAUNCH 2013
The world’s most powerful gaming machines were then unleashed onto the attendees in a hands on showcase!
The event space proved a hit for those media who wanted face time with the attending global Alienware executives to talk about the new launches
CASE STUDY: ALIENWARE LAUNCH 2013
No Alienware event would be complete without a gaming competition – this time attendees were pitted against world champions Team Digitas
CASE STUDY: ALIENWARE LAUNCH 2013
LOVE THE MUSIC, THE LIGHTING AND THE PRODUCTS – THIS WAS DEFINITELY WORTH
COMING TO LONDON FOR AND I CAN’T WAIT FOR THE GAMING COMPETITION!
Guillaume Gouret-Farrugia, Game One (FR)
CASE STUDY: ALIENWARE LAUNCH 2013
ALIENWARE HAS SET THE STANDARD FOR GAMING LAPTOPS FOR A LONG TIME, AND
THAT DOESN’T LOOK LIKE CHANGING…
Trusted Reviews (UK)
CASE STUDY: ALIENWARE LAUNCH 2013
IT’S BEEN GREAT TO HAVE THE CHANCE TO GET A HANDS-ON WITH THE UNITS AHEAD OF LAUNCH AS WELL AS HAVE THE CHANCE TO MEET THE PEOPLE BEHIND ALIENWARE
Andreas Sebayang, Golem (DE)
CASE STUDY: ALIENWARE LAUNCH 2013
75+ MEDIA FROM ACROSS EUROPE
3 LAUNCH PARTNERS
6 DELL EXECS TOOK PART IN 25 INTERVIEWS
100+ NEWS ARTICLES IN 1 WEEK
75% POSITIVE TONALITY
6,500 SOCIAL POSTS GLOBALLY
23.2M TWITTER REACH GLOBALLY
CASE STUDY: ALIENWARE LAUNCH 2013
Anna Loftin, Dell
CASE STUDY: ALIENWARE LAUNCH 2013
Alienware events have become the must attend event for influencers covering PC Gaming. Dell could not have achieved this without the creativity, knowledge and
persistence of the AxiCom team. We’re already excited about another show-stopping event next time around!