Mediasmith
SEGA of America, "Iron Man 2: The Video Game"
ENTERTAINMENT
How do you create awareness for a video game tied-into a monster blockbuster without being overshadowed by the movie opening (which in this case, was three days after the game launch)? The answer: very carefully. With a highly targeted approach, Mediasmith reached people interested in the film and comics fans. The campaign ended up tracking with 2 to 3 times the share of mind of similar tie-ins, per insights from Gamespot's GameTrax and Google Insights.