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Case Study: Why Targeting by Level of Engagement Works

by Becca Wright  |  
January 9, 2012

In this article, you'll learn...

  • Tips for targeting customers by level of engagement
  • How one gaming company got big campaign results by targeting fan types

Company: Wikia
Contact: Becca Wright, VP of Marketing Solutions
Location: San Francisco, CA
Industry: Gaming and Entertainment, Collaborative (Social) Publishing
B2B/B2C: B2C
Annual revenue: Confidential
Number of employees: 130

Quick Read

The words "engagement" and "hypertargeting" are on everyone's lips, but what happens when you combine the two? Gaming giant Bethesda Softworks found out when it ran a diverse campaign on Wikia that captured the interest of core, active, and casual fans.


In the months leading up to the holiday season, video-game makers unleash the biggest titles of the year. In 2011, pre-existing AAA franchises, such as Gears of War, Call of Duty, Batman, and Assassin's Creed were all vying to have the hottest sequel among the new fall releases.

Bethesda Softworks, maker of popular titles Fallout 3 and Rage, knew it was releasing the next chapter of the Elder Scrolls saga into a crowded, competitive market. It tasked its agency, the New York-based Fearless Media, with the challenge of capturing the attention of videogame players.

Specifically, Bethesda's goals were to do the following:

  • Break through the clutter of fall gaming launch season
  • Drive pre-order sales
  • Build awareness among the M18-34 demographic
  • Connect with core, active, and casual fans

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Becca Wright is vice-president of marketing solutions at Wikia, a collaborative publishing platform. She can be reached via

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