First UK #1 for Bandai Namco's Tekken in 20 Years
In June 2017, Bandai Namco were looking to drive as much awareness as possible for the launch of Tekken 7. The release marked 20 years of the fighting game franchise and having historically fallen short in the rankings to competitors it was up to us to take Tekken back to the top. So many gamers have grown up with Tekken and the challenge for us centred on creating a fine balance. We needed to ensure we paid respect to its rich heritage, the fans and creators while delivering our stand-out style of engaging branded content.
As with many fighting games, players choose a character from a line-up and engage in hand-to-hand combat with an opponent. Tekken dedicates a button to each of the four limbs of the fighter. The gameplay system includes blocks, throws, escapes, ground fighting, special moves and combos that can be individually executed by pressing the buttons on the controller in the correct sequence.‘Button Mashing (pressing all the buttons at once) is a lazy skill-less technique that gamers love to hate and we knew people would immediately identify with the concept.
We took the concept and ran with it to play on the comedy of the technique by scripting a multi-layered video sketch which follows Jono, a 25 year old gamer diagnosed with stage 3 Chronic Button Mashing. Next, we wanted to shine a comic light on the lead protagonists in Tekken. What better way to hash out the bitter rivalry between Heihachi Mishima and his family than on daytime TV? So, we developed a separate Jeremy Kyle parody video starring ‘Jeremy Smile’, examining the family feud that features heavily in the backstory of the game.
For the first time since Tekken 3 in 1998 a new Tekken game debuted at number 1 in the UK sales charts as Tekken 7 sold 3M copies to see off competition from main rival ‘Injustice 2’. The campaign hit an all-time high engagement rate of 3.19%, which is 6 x more than the average video on Facebook. We held the biggest outright UK gaming branded content on social in both June and July 2017 as reach soared to 5M with combined views of 1.7M.
The Button Mashing sketch proved to be the most popular with thousands of comments quoting different lines from the video and fans challenging and tagging their friends to stop ‘Button Mashing’ when they next play Tekken.
“Creating engaging and viral video content can be a real battle. A bit like Tekken 7!!! But The Hook showed real creative awareness into the fighting game audience and the Tekken brand, delivering one of Bandai Namco’s most engaging, if not the funniest, piece of video content to date.”
Phil Brannelly, Marketing Manager Namco
The Drum Advertising Awards 2018 – Best use of humour (NOMINATED)
The Drum DADI Awards 2018 – Best Branded Content / Best Viral Campaign / Best in-House Campaign (NOMINATED)
The Drum Content Awards 2018 – Best Interactive Entertainment Content Marketing (NOMINATED)