Dell Alienware Digital StrategyDell Alienware Digital Strategy

Yue Gao

Brand AnalysisBrand AnalysisCurrent Status

Alienware is a computer hardware subsidiary of Dell, Inc., which is currently Dell’s premier gaming brand in global market.

The distinctive theme design gives its products (desktops, laptops, workstations and computer peripherals) a special “sci-fi” style.

Business Challenges

Overpriced: Cutting-edge stuff adds the price up.

Heat Problems: Common problem, cooler suggested.

Frequently Upgrade: Products are easily outdated.

Current Status

Alienware is a computer hardware subsidiary of Dell, Inc., which is currently Dell’s premier gaming brand in global market.

The distinctive theme design gives its products (desktops, laptops, workstations and computer peripherals) a special “sci-fi” style.

Business Challenges

Overpriced: Cutting-edge stuff adds the price up.

Heat Problems: Common problem, cooler suggested.

Frequently Upgrade: Products are easily outdated.

GoalsGoals

Promoting AlienwarePromoting Alienware

Increasing the Increasing the share of voice (SOV)share of voice (SOV) of Dell, of Dell, Inc.Inc.

Rising the extra Rising the extra share of voice (ESOV)share of voice (ESOV) to to maintain the growth of the brandmaintain the growth of the brand’’s share of s share of market.market.

Promoting AlienwarePromoting Alienware

Increasing the Increasing the share of voice (SOV)share of voice (SOV) of Dell, of Dell, Inc.Inc.

Rising the extra Rising the extra share of voice (ESOV)share of voice (ESOV) to to maintain the growth of the brandmaintain the growth of the brand’’s share of s share of market.market.

Digital StrategyDigital Strategy

Target AudiencesTarget Audiences

Group:Group:  Young adults, Game lovers, Teenagers/ParentsYoung adults, Game lovers, Teenagers/Parents

Age:Age:  15-4515-45

Income: Income:  avg. 50,000/year, household avg. 50,000/year, household

Geographic: Geographic: United StatesUnited States

Psychographic: Psychographic: People who love to play 'large-scale' People who love to play 'large-scale' PC games; who have high requirements to their 'battle PC games; who have high requirements to their 'battle equipment'; who like personalized and innovative equipment'; who like personalized and innovative designed devices... designed devices... 

Target AudiencesTarget Audiences

Group:Group:  Young adults, Game lovers, Teenagers/ParentsYoung adults, Game lovers, Teenagers/Parents

Age:Age:  15-4515-45

Income: Income:  avg. 50,000/year, household avg. 50,000/year, household

Geographic: Geographic: United StatesUnited States

Psychographic: Psychographic: People who love to play 'large-scale' People who love to play 'large-scale' PC games; who have high requirements to their 'battle PC games; who have high requirements to their 'battle equipment'; who like personalized and innovative equipment'; who like personalized and innovative designed devices... designed devices... 

Digital StrategyDigital Strategy

Media ChoicesMedia Choices

Social Media:Social Media: Facebook, Twitter, Pinterest, Youtube, Vimeo, Blog, Facebook, Twitter, Pinterest, Youtube, Vimeo, Blog, etc.etc.Other Internet Marketing:Other Internet Marketing: E-mail, Google AdWords, Tech Web E-mail, Google AdWords, Tech Web Reports, Celebrity Interview Video, etc.Reports, Celebrity Interview Video, etc.Mobile:Mobile: Geo-location App, QR Code, etc. Geo-location App, QR Code, etc.

2012 2012 Summer:Summer: ““The Flames of WarThe Flames of War””- - Selling points:Selling points: Summer vacation, hot weather, tense Summer vacation, hot weather, tense battle, call for actions...battle, call for actions...

2012-2013 2012-2013 Winter:Winter: ““Befriend AliensBefriend Aliens””- - Selling points:Selling points: Holidays, exchange gifts, quality presents... Holidays, exchange gifts, quality presents...

Media ChoicesMedia Choices

Social Media:Social Media: Facebook, Twitter, Pinterest, Youtube, Vimeo, Blog, Facebook, Twitter, Pinterest, Youtube, Vimeo, Blog, etc.etc.Other Internet Marketing:Other Internet Marketing: E-mail, Google AdWords, Tech Web E-mail, Google AdWords, Tech Web Reports, Celebrity Interview Video, etc.Reports, Celebrity Interview Video, etc.Mobile:Mobile: Geo-location App, QR Code, etc. Geo-location App, QR Code, etc.

2012 2012 Summer:Summer: ““The Flames of WarThe Flames of War””- - Selling points:Selling points: Summer vacation, hot weather, tense Summer vacation, hot weather, tense battle, call for actions...battle, call for actions...

2012-2013 2012-2013 Winter:Winter: ““Befriend AliensBefriend Aliens””- - Selling points:Selling points: Holidays, exchange gifts, quality presents... Holidays, exchange gifts, quality presents...

Digital StrategyDigital StrategyPreparationsPreparations

SEOSEO - for Alienware Website - for Alienware WebsitePPC StrategyPPC Strategy - Setup Google AdWords/FB Ads/ - Setup Google AdWords/FB Ads/ WordPress Ads AccountsWordPress Ads AccountsContentsContents - Campaign e-mails, blog posts - Campaign e-mails, blog posts

Campaign ActivitiesCampaign Activities

CelebrityCelebrity Game Lovers - generate buzz Game Lovers - generate buzzAlien Timeline Cover - obtain Alien Timeline Cover - obtain ‘‘Alien ScriptAlien Script’’ name tag name tagCheck-in with Check-in with #Alienware#Alienware - award - award ‘‘Alien BadgeAlien Badge’’QR code QR code ‘‘Alien RiddleAlien Riddle’’ - get discounts - get discountsSpecial DaysSpecial Days Purchases - personalized engraved Purchases - personalized engraved

PreparationsPreparations

SEOSEO - for Alienware Website - for Alienware WebsitePPC StrategyPPC Strategy - Setup Google AdWords/FB Ads/ - Setup Google AdWords/FB Ads/ WordPress Ads AccountsWordPress Ads AccountsContentsContents - Campaign e-mails, blog posts - Campaign e-mails, blog posts

Campaign ActivitiesCampaign Activities

CelebrityCelebrity Game Lovers - generate buzz Game Lovers - generate buzzAlien Timeline Cover - obtain Alien Timeline Cover - obtain ‘‘Alien ScriptAlien Script’’ name tag name tagCheck-in with Check-in with #Alienware#Alienware - award - award ‘‘Alien BadgeAlien Badge’’QR code QR code ‘‘Alien RiddleAlien Riddle’’ - get discounts - get discountsSpecial DaysSpecial Days Purchases - personalized engraved Purchases - personalized engraved

TimelineTimeline

April May June July August

October November December January

BLOG POSTS, SEO, PPC PLAN,

E-MAIL, CELEBRITIES

BLOG POSTS, SEO, PPC PLAN,

E-MAIL, CELEBRITIES

CELEBRITY BUZZ,

CAMPAIGN VIDEOS

CELEBRITY BUZZ,

CAMPAIGN VIDEOS

‘ALIEN TIMELINE COVER’, ‘ALIEN RIDDLE’, ‘CHECK-INS’...- THE FLAMES OF WAR -

‘ALIEN TIMELINE COVER’, ‘ALIEN RIDDLE’, ‘CHECK-INS’...- THE FLAMES OF WAR -

BLOG POSTS, SEO, PPC PLAN, E-MAIL,

CELEBRITIES

BLOG POSTS, SEO, PPC PLAN, E-MAIL,

CELEBRITIES

CELEBRITY BUZZ, CAMPAIGN VIDEOSCELEBRITY BUZZ,

CAMPAIGN VIDEOS

‘ALIEN TIMELINE COVER’, ‘ALIEN RIDDLE’, ‘CHECK-INS’...- BEFRIEND ALIENS -

‘ALIEN TIMELINE COVER’, ‘ALIEN RIDDLE’, ‘CHECK-INS’...- BEFRIEND ALIENS -

special days: NOV. 22~27; DEC.24~31; JAN.1special days: NOV. 22~27; DEC.24~31; JAN.1

BudgetTotal: 50,000 USD (6 month)Approx. 8,000 USD/month Approx. 8,000 USD/month Contingency: 2,000 USD Contingency: 2,000 USD 

Pay Per Click: Pay Per Click: $2,650/month(Including: Google AdWords, Facebook Ads, WordPress Ads)(Including: Google AdWords, Facebook Ads, WordPress Ads)

SEOSEO (For Alienware's website): (For Alienware's website): $1,500/month

Social Media: Social Media: $1,800/month

Mobile: Mobile: $1,100/month

E-mail: E-mail: $500/month(Including: News Letter, Promotional e-mail)(Including: News Letter, Promotional e-mail)

Content: Content: $450/month

Total: 50,000 USD (6 month)Approx. 8,000 USD/month Approx. 8,000 USD/month Contingency: 2,000 USD Contingency: 2,000 USD 

Pay Per Click: Pay Per Click: $2,650/month(Including: Google AdWords, Facebook Ads, WordPress Ads)(Including: Google AdWords, Facebook Ads, WordPress Ads)

SEOSEO (For Alienware's website): (For Alienware's website): $1,500/month

Social Media: Social Media: $1,800/month

Mobile: Mobile: $1,100/month

E-mail: E-mail: $500/month(Including: News Letter, Promotional e-mail)(Including: News Letter, Promotional e-mail)

Content: Content: $450/month

Evaluation

Number of social networking page followers

Social Mention.com - Amount of Positive Voices

Product Sales

Post-email-surveys

Number of name tags, badges, and engraves

Number of social networking page followers

Social Mention.com - Amount of Positive Voices

Product Sales

Post-email-surveys

Number of name tags, badges, and engraves

ContingencyContingency

StopStop FB Ads and/or WordPress Ads if FB Ads and/or WordPress Ads if CTRCTR does not reach 5% in two months in each does not reach 5% in two months in each campaign.campaign.

Put all the budget for PPC Ads into Google Put all the budget for PPC Ads into Google AdWords to boost CTR.AdWords to boost CTR.

Engage into positive conversations to ensure Engage into positive conversations to ensure the the SOV/ESOVSOV/ESOV quality if negative mentions quality if negative mentions grows on socialmention.com. grows on socialmention.com.

StopStop FB Ads and/or WordPress Ads if FB Ads and/or WordPress Ads if CTRCTR does not reach 5% in two months in each does not reach 5% in two months in each campaign.campaign.

Put all the budget for PPC Ads into Google Put all the budget for PPC Ads into Google AdWords to boost CTR.AdWords to boost CTR.

Engage into positive conversations to ensure Engage into positive conversations to ensure the the SOV/ESOVSOV/ESOV quality if negative mentions quality if negative mentions grows on socialmention.com. grows on socialmention.com.