How Posterscope is bringing Doom to your doorstep using Twitter and OOH

Doom, a violent, first person shooter (FPS) video game reboot from Bethesda, will soon launch on the tail of an optimised marketing campaign from Posterscope, merging social media and real world insight, to fuel an out of home (OOH) campaign looking to attract the ‘Lad’ crowd.

To mark the return of video game Doom, out of home (OOH) advertising group Posterscope is leveraging Twitter data to inform OOH ad buys, making sure Doom reaches the right people, at the right time, in the right place.

Working with location analytics company Locomizer and Target to oversee the wider strategy, the company located and listened to gamer-related chat on Twitter to discover where, in the real world, its target audience gathered in volume.

Matt Knowles, client manager at Posterscope and Brad Gilbert, senior strategic manager at the firm, told The Drum that they were briefed with finding a 'lad' audience with an interest in gaming, and then honing into this audience's geo-location, commute-pathways and local haunts.

For example, those following @IGN and @GamesRadar gaming accounts in addition to the wider interest @TheLadBible and @Unilad profiles helped build a final visual map of where the publicity for the game should be located.

Once this data was collated, in the real world, Posterscope referenced it against areas where males aged between 18-34 will most likely be, be it student unions, popular bars and more.

Once the hotspots were identified, topographical charts were made to inform purchases along train and bus routes, and even on the buses when required.

As a violent game carrying an 18 classification in the UK, OOH buys were not able to show much content from the game.

This is where the mobile ads come in. They were able to serve content such as the game’s trailer (below) to interested audiences on mobile via a partnership with xAd. Fans of the series, and newcomers, could see first hand just what the game will offer upon release.

Daniel Carey, business director at Posterscope, said: "The campaign for this iconic, cult-classic game continues to push the boundaries of what is possible in the OOH space.

"By putting social, mobile, behavioural and transactional data at its core, and by using some of the most advanced tools available for OOH planning, this campaign for DOOM will reach key audiences in relevant locations and at relevant times to directly influence purchase, awareness and social conversations.”

Doom launches 13 May.

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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