The perception of arcades has changed over the years. While many patrons feel that there are now more varieties of games available compared to decades ago, they agree that arcades can be a great place to bond with loved ones.
Arcades, such as Timezone, are considered childhood places which hold various fond memories for the older age group. On the other hand, with more varieties of games, it has attracted the younger generation as a location to hang out with their friends.
To kick-start the campaign, a series of games would be opened through social media, especially on TikTok and Instagram, to reach out to different target groups and battle against the ex-champions of the respective games. The competition would evoke a sense of nostalgia and inspire them to visit Timezone and try out these activities.
The call-out on social media for the old players to come forward was a smart move. It created excitement and anticipation among both old and new players, and it helped to revive interest in the games at the arcade.
Once the champs among the old players emerged, we then arranged a series of events for the new players to compete against them. This not only provided an opportunity for the new players to learn from the old champs but also created a sense of friendly competition and camaraderie among all the players.
The final competition round, pitting the new players against the old players, was an exciting and engaging event that brought together players of all ages and skill levels. By showcasing the talent of the old champs and allowing the new players to demonstrate their skills, the event helped to refresh the impression of such games within the arcade and created a renewed interest in playing them.
Additionally, it creates an opportunity for various groups of target audiences to foster a relationship by overcoming challenges as a team.
To level up the awareness and chatter in social spaces, we selected and engaged KOLs to participate in each category of challenge and play against interested participants from the public.
At the end of the series, a video interview was curated to feature the winning teams and participants and share their experiences of competing together with their loved ones. It was generated as a form of campaign content and user-generated content (UGC) for the brand.
Overall, the successful campaign had a significant impact on the growth of the brand. With high participation rates, the competition has increased footfall traffic to the Timezone, leading to an increase in sales and revenue. The campaign has also reignited the intent to visit the location, as people are reminded of the fun and exciting experiences with their family, friends and loved ones that can be had at the arcade.
Moreover, the campaign has built a relevant brand experience that translates to earned media. By creating new memories and relationships with the arcade, participants are more likely to share their experiences with friends and family through word of mouth, especially on social media. This has resulted in increased brand awareness, and the positive buzz generated by the campaign has helped to attract new sign ups on the existing membership program by Timezone.