Background

Cross Fire, a nation-wide famous shooting game for 11 years, shares with 361°,one of China’s most popular sports brand, a common customer base.The two giant brands are jointly making “Gun Shoes” based on AK47 and M16, two most commonly used rifles by players.Targeted releasing is vital to the strategy. We have done a lot of promotion and advertising among game fans andfashionistas, and also made exposure throughonline social medias. The fresh new advertising style has attracted massive attention.

Describe the strategy

Targeted releasing is vital to the strategy. We have done a lot of promotion and advertising among game fans andfashionistas, and also made exposure throughonline social medias. The fresh new advertising style has attracted massive attention.

Describe the execution

The “instructional advertisement” has successfully conceptualized “Gun Shoes”. Making nonsense in solemnity. Justifying every bit of “Gun Shoes” and applying them to real gunfights, highlighting every feature of that product.

List the results

The first crossover attempt combining shoes and game elements. Getting rid of joint logos. The seemingly incoherent “instructional advertisement” has attracted wide public and media attention. This win-win scenariohas successfullytranslated into commercial benefits with sales boosts to both brands.