Social Media Icon Awards: Games

Winner: Ignite Social Media - Dodge Defiance Social Program

Games_Ignite Social MediaIgnite Social Media’s Dodge client established a partnership with SyFy TV network and the Trion Worlds video game developer around the TV show and video game Defiance, which featured both the Dodge Charger and the Dodge Challenger. The goal of this promotion was to grow awareness for the Dodge brand among the Defiance community and gain page views and social media fans for Dodge online properties.

Ignite Social Media devised a strategy centered on social gaming in order to engage with the two desired audiences. The central idea was to create a game that was tied to the mechanics of, and acted as an extension of, the game and the show. In order to achieve that goal, Ignite Social Media relied on the use of Facebook’s Open Graph technology. A relatively new opportunity to generate News Feed impressions while replicating the game mentality, it compensated for the fact that the original scope of the project didn’t include media support by enabling players to drive awareness for the program.

One phase of the campaign centered on Arkfalls (technologies that are dropped to Earth in Defiance). In the social game, Arkfalls were themed around Dodge vehicles, thereby increasing awareness of the vehicles. During a pre-registration period that went live on the microsite two weeks before the game began, users chose one of three factions to join, gave their registration information, and opted in to be notified when Arkfalls launched. They were also given the chance to share which faction they joined in order to incentivize their friends to join as well. Winners were randomly chosen from the most successful faction to win tiers of prizing, and an overall grand prize—a trip to a premiere pop culture event.

In all, the program generated over 250 million impressions, 30% of which were Facebook Open Graph updates and the sweepstakes helped generate over 167,000 pageviews and a 112% increase in traffic for the Redline Dodge blog.

Honorable Mention:

  • BTN Tiebreaker: Cast Your Vote

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.