Mafia II

The main goal in this case was to promote the game Mafia II among 18-40 year old guys. The focus was at the so-called ‘hit buyers’, which buy about three games a year.

The target group was approached through gamessites, lifestyle websites, typical guy websites with themes as cars or soccer, and Hyves and Facebook groups with manly members.

The promotion of the game Mafia II was successfully accomplished by Fortress’ influencer marketing strategy. By focusing on influencers within the lifestyle area, over fifteen articles en contests were published. This resulted in over two million unique visitors a month and over 2.000 participants in the contests.