Royal Albert Hall turns to mobile game advertising to target Back to the Future fans
The Royal Albert Hall has launched its first mobile game advertising campaign to promote the UK premiere of its ‘Back to the Future Live in Concert’ event which takes place on Saturday (4 July).
Running across Gameloft’s mobile games, following the publisher’s decision to open its platform to UK advertisers, the campaign aims to bring new audiences to the venue's film-with-live-score series.
With 10 million monthly users across Gameloft’s properties the Royal Albert Hall worked with the publisher’s in-house team to access in-depth audience data to precision-target males aged 30+ who would be fans of the 1980s classic sci-fi film.
“We’re always looking for new ways to share our passion for the sciences. As a charity, we must ensure campaigns deliver and are cost-effective,” said Lucy Noble, director of events at the Royal Albert Hall. “Partnering with Gameloft gives us direct access to those who know and love flux capacitors, and we’re hoping we can kindle a similar passion for live orchestral music.”
David Whitby, UK and Ireland country manager for Gameloft, added: “It’s great to work with a prestigious British charity such as the Royal Albert Hall. For this campaign, the targeting was vital to unlocking awareness of Back to the Future Live in Concert. Rather than intrusive adverts, we ensure that messages are served at appropriate times during gameplay to ensure high engagement. We understand our consumers and tailor each campaign for the best results.”
Some of Gameloft’s most popular apps including GTRacing2, Modern Combat 5 and Total Conquest are currently carrying ads for the Royal Albert Hall. The carefully chosen titles provide access to a total audience of 1.8m.