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 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, Tekken dedicates a button to each of the four limbs of the fighter. The gameplay system includes special moves and combos that can be individually executed by hitting the right buttons on the controller in the correct sequence. ‘Button Mashing’, on the other hand (pressing all the buttons at once), is a lazy skill-less technique that gamers love to hate and we knew our target audience would immediately identify with the concept.
For our lead video, we took Button Mashing on and ran with it, scripting a multi-layered sketch which follows ‘Jono’, a 25 year old gamer diagnosed with stage 3 Chronic Button Mashing. For our next video, we shot a Jeremy Kyle parody starring ‘Jeremy Smile’ to examine the family feud that features heavily in the backstory of the game. What better way to hash out the bitter rivalry between Heihachi Mishima and his family than on daytime TV?
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 and an engagement rate of 3.19%, 6 x more than the average video on Facebook.
For the first time since 1998, a new Tekken game debuted at number 1 in the UK sales charts. Tekken 7 went on to sell 3M copies to see off competition from main rival ‘Injustice 2’.
“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
The Drum DADI Awards 2018:
- Best Branded Content
- Best Viral Campaign
- Best in-House Campaign
The Drum Content Awards 2018
- Best Interactive Entertainment Content Marketing