CASE HISTORY AND SAMPLE CLIPS
Bohle Work for IGN Drives Traffic, Helps Increase Advertising, Supports Acquisition by FOX Entertainment
Early in the days of online sites, The Bohle Company was hired by GameSpy to drive gamer traffic. Our work came to the attention of IGN.com, then in the process of acquiring properties, to create a mega cite for the hard core, male player. IGN picked up GameSpy, and gave us the chance to pitch to work for the overall destination.
We stayed with IGN.com for four years, until a year after IGN itself was acquired by FOX Entertainment, and FOX took the marketing in-house. During that time, we helped double the monthly visitors to IGN, and put the site on the map as the single must visit site for gamers, and then broadened their positioning to include female interest properties and entertainment sites including Rotten Tomatoes.
Along the way, we helped IGN Increase its advertising base from game publishers but also from mass consumer product companies and drive sales of the company’s technology and services for publishers and retailers.
Strategies:
• Get out the word that IGN was becoming an attractive medium for national consumer product advertisers
• Emphasize IGN’s delivery of the 18 – 34 male demographic (24 million unique visitors a month), but also show that IGN was acquiring properties that allowed the company to offer the female audience to advertisers as well
• Get advertisers to tell the story of their success advertising on IGN
• Use the CEO selectively to tell the business story
• Create a half dozen “experts,” senior company spokespersons sought after for their knowledge of the gamer audience and buying trends
Results:
• Heavy coverage of the company in all mediums: game trades and enthusiast publications and sites, advertising trades, national and local newspapers, national business publications, technology influencer media
• Acquisition of the company at an extremely high multiple by FOX, after three years
