Case Study - Iberia Express x Marbella Vice II

→ Context

Iberia Express, one of the top airlines at Madrid Airport, aimed to connect with a younger audience and especially boost engagement with them.

→ Proposal

To achieve this goal, Play the Game proposed entering the "Marbella Vice II" universe, a roleplay series based on the GTA video game and driven by Jacky CooLifeGame. Specifically, we suggested sponsoring the 2nd edition of the series following the success of the 1st edition, and activating it with a focus on the digital community of this series. This approach would allow the airline to have presence in the participant introductions and in the series trailer, which was shaping up as one of the standout projects of 2024 with the participation of +170 content creators such as Axozer, Rivers, Lluna Clark, or Guanyar.

→ Value

Play the Game took full control of the project, handling everything from negotiating with the series organizers to executing the activation in collaboration with Iberia Express. The key value added was the creative and organic partnership with digital entertainment, seamlessly integrating the brand into boarding passes used to introduce participants in the roleplay server. This integration effectively aligned Iberia Express' image with well-known personalities such as Auronplay, Cristinini, DjMario, Edurne, Spursito, and Paul Thin, among others.

Furthermore, to drive engagement, an exclusive promotion targeted Marbella Vice II followers, offering discounts on a variety of flights using the "Marbella Vice" code on the Iberia Express website. As a gesture of appreciation, a social media giveaway concluded the series, awarding a €200 prize for use on the airline's platform.

Play the Game meticulously oversaw the campaign, continuously ensuring and optimizing the brand's visibility across social media and during Jacky CooLifeGame's Twitch broadcasts.

→ Results

The campaign achieved an impressive impact of over 70 million impressions, encompassing data from both Marbella Vice's official accounts and those of its participants. Brand engagement soared with an outstanding interaction rate of 4.16%. The press release announcing the partnership was featured in major media outlets such as MARCA Gaming, AS (Meristation), La Razón, and El Publicista, yielding a significant VPE (Advertising Value Equivalent).

→ Client Quote

"Sponsoring Marbella Vice II was quite a challenge because, for the first time as a brand, we ventured into an environment we had never explored before. Thanks to Play The Game and their extensive experience in the sector, we achieved a highly significant impact on our audience and tested a new landing strip at one of our main Peninsula destinations: Málaga. Additionally, we connected with a very interesting community and hopefully this will be the first of many journeys." - Alba Iglesias, Marketing Manager of Iberia Express."

Alba Iglesias, Marketing Manager Iberia Express.

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