Babyface Ray’s Latest Album ‘FACE’ Tops The Charts Thanks To Successful In-Game Campaign By EMPIRE and Anzu
American independent record label EMPIRE partnered with the world’s most advanced in-game advertising platform Anzu.io to launch an exciting in-game ad campaign for the new album ‘FACE’ from Detroit-based Hip Hop artist Babyface Ray.
Recognising the convergence of entertainment, music, and gaming in contemporary US culture, and with 226M gamers in the US and growing, EMPIRE utilised the reach and impact of in-game advertising to support the new release, achieving the novelty value required for Babyface to stand out and succeed in such a competitive market.
Working in partnership with EMPIRE, Anzu delivered a solution to meet the campaign’s twin objectives – to grow awareness of the album release, and drive listening consideration.
By prioritising a target audience of young males, including the all-important early adopters and influencers, Anzu helped EMPIRE deliver a national campaign that sought to spread awareness far beyond Babyface’s Detroit heartland and build a platform for sustained global success.
The campaign ran across many popular mobile and PC titles from Anzu’s vast premium inventory – including Ubisoft’s Trackmania, Axis Football, Left To Survive, Slapshot: Rebound, and Ultimate Car Driving Simulator – via in-game ad placements that were built into the gaming environment, complementing play, and enhancing the realism of the experience.
To measure and understand the impact of the campaign, Anzu worked with its partner, Lumen Research which specialises in attention measurement. Lumen reported that the in-game ads delivered an outstanding composite attention score that was 3.9x their desktop display benchmark, along with 93 percent viewability on PC and 94 percent on mobile. Such high attention levels are synonymous with gaming as there is no second screening, and the audience is leaned in and switched on.
Lumen Research also revealed that the outstanding attention metrics converted into recall and intent with zero spontaneous misattribution to other rap artists, and the test group significantly outscored the control group when it came to listening intent.
Peter Kadin, SVP of Marketing at EMPIRE said: “The campaign exceeded all expectations and played a huge part in helping us spread the word about Babyface Ray’s new album. There is a movement toward entertainment mediums converging, and gaming is at the epicenter of this shift. Bringing Babyface Ray into the gaming world has allowed us to reach his fans in an engaging way in their favourite games.”
EMPIRE is the latest in a steady stream of premium brands, including Vodafone, PepsiCo, American Eagle, and Samsung, that are recognising the overwhelming potential of in-game advertising for their marketing campaigns. They have partnered with Anzu to bring their campaigns to life in some of the globe’s most popular and engaging mobile, PC, console, and Roblox titles.
Anzu’s sales director US (West Coast) Matt Jablon said: “Entertainment brands like EMPIRE are turning to in-game advertising as it opens up new opportunities to reach historically hard-to-find audiences. In-game also allows these brands to engage with passionate gamers in a fun, non-intrusive way that enhances the gaming experience.
Entertainment is a strong vertical for in-game advertising because these brands typically have attractive and engaging advertising content. Through research studies like we did with EMPIRE, we find that the gaming audience is highly receptive to these brands advertising their content within their favourite games. I’m excited to see more brands begin to adopt in-game advertising as a core component of their media strategy.”
Get in touch to discover how Anzu could help take your brand to the next level.
Latest News
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of eight per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
A host of A-list celebs caught-up slamming the Ukraine president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.
Opinion: Do Punters Want To Wear Your Brand?
This columnist asks do punters want to wear your brand? B&T'd say yes if you were Nike, no if you were Anusol.
WiredCo Builds Portfolio With Appointment To G.J. Gardner Creative Account
WiredCo 'cements' its relationship with home builder G.J. Gardner. Did you see what B&T cheekily did there?
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
PR agency announces serious upgrade to its strategy offerings. Thankfully stops short of calling them Delta Force.
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Yes, B&T's running an inspiring mountaineering story. And this from people who won't come to work if the lift's broken.
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Despite his love of DIY, B&T can't see Drinkwise's Nathan Kent in any "you can get it" VB ads anytime soon.
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
Mari Kauppinen set to bring some zing, some song and some vah-vah- boom to her new role at ITA Group.
“It Is Getting Better But At A Glacial Speed”: Legends Of PR On Shaping A More Diverse Media Industry
B&T has a love-hate relationship with PRs. Love if they take us for a boozy lunch. Hate when you send releases as PDFs.
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
Need reminding lots of people live outside the Surry Hills enclave? It's the regionals &, yes, they have almond milk.
Slew Of Promotions For Special Senior Creative Leadership Team
Special announces a slew of promotions in its creative team. And, no, they didn't order Uber Eats to celebrate.
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.