Excedrin, a pharmaceutical company recently launched campaign targeting an unexpected consumer group. Through this campaign GlaxoSmithKline, the pain relief brand from Excedrin, has entered the gaming community. The brand’s latest campaign has been launched in view of the tendency for pro video gamers to get a headache. The creative campaign incorporated imagery like console controllers and medicine capsules.
A group of animated gaming “healers” stars in the new campaign spots which weave its insights and the sounds as that once typically found in video games. Their 10 to 15 seconds clips mainly aim to demonstrate how Excedrin becomes the “ultimate” one for players. This is because in most of the games, the healers these days often plays the role of supporting roles and they restores their health from allies. These are created by Weber Shandwick agency, each of their clip ends with the line, “game over for headaches”.
These awareness videos and campaigns where emanated from the research conducted by Excedrin. These research works were done to highlight the effects of how headaches can get in the way of a game player. This headache mainly causes a decrease in focus and concentration, concerns were also raised regarding the increase in screen time especially during the pandemic. To help the gamers with this issue, Excedrin had a partnership with Twitch streamers for developing a six-step mindfulness routine for the players, it includes hand massages, music and deep breathing breaks to avoid cramps and other health-related issues.
Mr Rishi Mulgund, the Brand Director of Excedrin said, “that this is the first health, pharma partnership with Twitch at such a scale that too with a custom integration”. He also commented that “thus we are hoping to stop the concern about headaches, no matter wherever they are playing from”. So, playing on both sides that is both mentally and physically makes sense.
In today’s world, the gaming audience has become an attractive consumer group in the market. Categories of different brands ranging from fast foods to retailers have already been into this space long ago. Excedrin has poured a lot of effort to point out how to appeal to these increasing audience is reaching far beyond their usual categories by creating a connection in gaming and extending into a wider area like pharmaceuticals.
Their research shows that almost 71% of the gamers have this problem and they are very much concerned about it. Even though this is due to their prolonged screen time, most of them play through this. It was also reported that 92% of them increased their screen time during this pandemic, this triggered Excedrin to change their marketing strategy to give awareness to the society. They even had paid media for a campaign that includes the “Healing Academy” videos, placements on Facebook, YouTube and Twitter.
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