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How FCUK used in-game advertising draw male consumers

How FCUK used in-game advertising draw male consumers

By Microsoft adCenter

With highly visual creative delivering impressive recall and exceptional word of mouth, in-game advertising and Microsoft’s Massive Network proved a winning combination when it came to establishing FCUK as a fashion brand for young males.

Campaign objectives:

-Use in-game advertising to re-launch the FCUK brand to a young male audience
-Shift perceptions of FCUK from campaign slogan to fashion brand
-Associate FCUK with the games category
-Drive positive perceptions of the FCUK brand.
Creative solution:

A highly visual, print-style in-game advertising campaign, positioning the new FCUK logo alongside urban racing, skating and soccer titles. Executions varied from high-impact typography to posters juxtaposing the logo with fashion photography, anchoring the perception of FCUK as a fashion brand.


-The in-game advertising campaign delivered prompted recall of 68%
-Awareness of the re-launched FCUK logo increased by 12 percentage points, from 70% to 82%
-Perception of FCUK rose by 10 percentage points to 45%
-A rise from 36% to 49% in those agreeing ‘FCUK has been recommended to me’ indicated strong word of mouth buzz amongst gamers.

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