Case Study: Movistar reaches gamers with seamless internet marketing through VML by WPP

Movistar’s 24-hour Anti-Lag Squad boosts gamer engagement with WPP

Movistar, a telecommunications provider, faced the challenge of effectively marketing its internet services to gamers, an audience that experiences frustration with connectivity lag but is often unreachable through traditional advertising. The vendor, WPP, through its agency VML, addressed this challenge by creating a novel marketing solution to promote Movistar Fibra.

WPP's solution, called the Anti-Lag Squad, recruited gaming influencers to sell internet services directly within the virtual world of Grand Theft Auto V. Using the game's telephone system as a 24-hour customer service center, the squad identified gamers with poor connections and offered them Movistar's service, which was endorsed as the fastest in Argentina. This innovative approach allowed Movistar to engage its target audience in a novel way, gaining significant credibility and trust within the gaming community.

Movistar