SEGA: Football Manager 2010 - this time it's personalizzazione

For the third year running, and after some great success with the '08 and '09 releases, SEGA briefed DKPM to create a campaign which would have a high level of customer interaction and boost anticipation and enthusiasm for the new Football Manager 2010 release... and this time they wanted to be able to offer a campaign across Europe.

We already know how this particular customer group like to be able to personalise stuff – so our approach was to incentivise pre-order customers with an offer to create their very own personalised game sleeve – with lots of customisable elements.

DKPM created a new game sleeve design, based on the new FM2010 game pack, which can be personalised using our bespoke “see-your-design-live-on-screen” web tool –  hosted on specially-built microsites and translated for all the participating territories.

Customers were able to personalise: 

• Their name
• Manager's face & tie
• Players' kit

AND, once customers had personalised their sleeves - we managed the data, printing and distribution of the sleeves across the continent too!