Objective
Increase interest and pre-order sales of Farcry 5 through online retailer Takealot.com
Takealot.com – Farcry 5 Launch
Problem
While pre-orders are highly sought after by online retailers as they provide for accurate demand forecasts and sales incentives from the developers, pre-order sales have dwindled over the years as digital downloads have increased. Added to this, even amongst retail pre-orders, buyers have become promiscuous buying from whoever offers the best pre-order incentive (sometimes even cancelling a pre-order to move to another retailer offering a better incentive or price). Simply outcompeting other retailers on price is not sustainable given the already tight margins on retail games.
Solution
We created a rewards club for those who pre-ordered Farcry 5 from takealot.com as well as those who had pre-ordered similar titles and consoles in the past – to thank them for their loyalty to the site. The first reward was to be invited to an invite-only launch of the game the night before at takealot.com’s offices.
There, not only could they play the game early and receive their copy a day before launch, but they also got to hang out with local celebs, gaming influencers and media. With the games themes of rural America and religious cultism, we themed the entire event as a backyard BBQ with tacos, sliders and beer while guests were entertained by speakers who had actually survived living in a religious cult in America.