CASE HISTORY AND SAMPLE CLIPS
Helping Nyko Build a Game Community Fan Base
With our help, Nyko became one of the first accessories companies to use fan sites to generate awareness for the company’s products. In addition to generating top press coverage, this tactic alone had a major role in helping move the company from a relative unknown into one of the majors.
Later, The Bohle Company helped build exposure for the company’s iPod accessories, generating press in every category of consumer media, including TV.
Strategy:
• Find and enroll passionate game fans already running or interested in running gamer sites
Tactics
• Create a package of artwork, photos and content that would help would-be community journalists create their own website
• Treat both new and establish fan sites like press; feed them breaking news about new products along with the big boys on established press sites
• Offer fan site masters product and swag in return for stories, reviews and banners about Nyko products
• Allow fan site masters to run trivia and other types of contests for their users, with Nyko accessories as prizes
• Appoint a “community manager” who engaged the fan sites managers in an ongoing discussion about trends in the game business and provided new materials to help them get their mini-businesses going
Result:
• More than 50 new websites were created by game fans, all prominently featuring Nyko banners, photos and copy on Nyko products
• Strong relationships with already established sites
• Contests arranged with sent thousands of unique visitors to Nyko Website
Results for the iPod line:
• The Bohle Company arranged product coverage and reviews in the game, MAC and PC enthusiast media, men’s interest, women’s interest and general consumer print and online publications, Wired, CNN, in Gannett and Knight Ritter newspapers, on the AP and Reuters newswires, on ABC TV’s Good Morning America and dozens of local TV talk shows
