Concept
Get avid coffee lovers, casual gamers, and those who love shenanigans to expand Chamberlain Coffee’s audience beyond Gen Z, appealing to millennials and Gen X, and revive the shelf life of the Untitled Goose Game’ beyond its COVID-19 peak. This campaign will integrate the tasty products of Chamberlain Coffee into the Untitled Goose Game and bring in-game mischief to your morning cup of coffee. Beacuse life is about the little rebellions and finding fun throughout your day.
DELIVERABLES
Marketing Collaboration Brand Adaptation DLC Content In-game Advertising Website Redesign Social Media Campaign Out of Home Marketing Retail Display
Logo Design Brand Integration Omni-Channel Marketing Package Design
This campaign aims to engage a new audience of casual gamers and die-hard fans to explore a fresh approach to the Untitled Goose Game’s gameplay and strategy. There is currently very little marketing outside of online gaming platforms, like Steam, during COVID-19. This suggests a strong lack of awareness outside of traditional gaming communities online. Releasing DLC content in collaboration in collaboration with Chamberlain Coffee will strengthen the Untitled Goose Game’s life span, allowing for replay engagement and new strategies. The game’s collaboration with Chamberlain Coffee encourages a broader audience (Gen Z - Gen X) to engage and resonate with the coffee company. This campaign will increase retail representation where target audiences shop and address the lack of brand representation on Emma’s YouTube page. This campaign will also reposition the brand’s message to encompass qualities of Emma’s personality: charming, playful, light-hearted mischief.
Key Skills
Research
Your goal in the Untitled Goose Game is to make mischief through simple goals with multiple solutions and extensive fiddling with the game. Sometimes even the simplest sounding goals, like breaking a shopkeeper’s broom, can prove to be tricky to solve. At its heart, it is a puzzle game rooted in charming humor. The game was released in 2019, and it was very popular during the COVID-19 quarantine.
Target Audience
Gen Z - Gen X The game's sandbox world and mischief-making can be fun for younger players, but they might need some help from an adult to progress. Fun for the whole family! Sandbox game lends itself to be more approachable.
Chamberlain Coffee's products are designed to fit the tastes and ideals of Gen Z, who often prefer cold drinks like cold brew. The brand also offers accessible coffee options that are easier to use than drip coffee. The company is centered around the idea that coffee is more than a drink, but a source of joy, inspiration, and creativity. As Chamberlain Coffee expands into retail, it’s working to appeal to a wider demographic, including millennials and Gen X.
YOUTUBE CONTENT
Emma engages with her primarily Gen Z audience by creating trending content based on the collaboration: Untitled Goose Game Let’s Play / taste test review / collaboration announcement
Out of home
Strategically located billboards and freight vans that are close to retailers carrying Chamberlain Coffee Products, like Target or Walmart. Aims to connect with Gen X and Millennial consumers.
IN STORE ACTIVATION
Capitalize on Chamberlain Coffee’s relationship with Target. Connect with Gen Z, Millenial, and Gen X consumers. Create brand awareness for the Untitled Goose Game in an untraditional setting.
In Game Activation
Introduce a special powerup that increases the player’s speed and retail elements of the brand for a realistic experience. A Chamberlain Coffee coffee cup will be integrated into each level. This will influence the gameplay strategy and keep the game fresh. This feature will also make the game more accessable for casual gamers, young and old.
IN-Game Ads
Create an immersive expirence that highlights Chamberlain Coffee in the world of the Untitled Goose Game. This will emphasize the importance and power of the coffee boost feature. It will also peak interest in players and entice them to unilize the new free DLC content.
SOCIAL MEDIA
Create buzz of the collaboration and increase brand familiarity of the Untitled Goose Game Among Emma Chamberlain’s Gen Z followers and fans of her coffee company.
