Case Study:
Acer Predator

Brand built on CX rises quickly to number one

CHALLENGE
Rational was asked to build the new Predator brand from its inception.

When Acer created its top-of-the-line gaming brand, Predator, Rational was asked to bring the brand to life. As the Acer America agency of record, Rational was awarded the rare opportunity to start from the beginning, connecting a premium brand to a passionate audience.

Our mission? Build a brand based on customer understanding and create experiences that drive sales while also fostering long-term loyalty.

SOLUTION
Starting with deep industry and customer research, Rational discovered a large, growing audience with a high propensity to spend and a mind open to marketing: the gaming enthusiast.

While hardcore gamers are most frequently targeted, the gaming enthusiast is a credible player logging up to 20+ hours weekly while maintaining other hobbies and an affluent lifestyle. With this new audience insight, Rational developed a full-funnel marketing plan brought to life across multiple channels and key brand touchpoints from awareness to consideration to purchase. This connected customer experience was used to engage with and grow a loyal community while driving product sales throughout the year.

Rational brings Predator’s CX to life through:

  • Full-funnel paid media across programmatic, search, social, display, and events
     

  • Development and management of the Summon Your Strength campaign

  • Predator Training Room community build with deep influencer and partnership content integration with users returning up to five times per day

  • Development of the 21 X Hunt social campaign, which drove 223,000 engagements

  • Development and ongoing management of a full influencer program

  • Comprehensive social channel strategy management with a 6.99% engagement rate

RESULTS
Building from a customer-focused lens, Predator grew from an unknown brand with nascent revenue in late 2015 to number one in the gaming OEM space today.

This connected customer experience ecosystem continues to be evolved and refined for the constantly changing gaming landscape, with new tactics being generated across e-sports partnerships, Twitch integrations, and email campaigns.

#1

Gaming PC brand in the US

6x

Social community growth YoY

7%

Content engagement rate

Summon Your Strength campaign

21 X Hunt social campaign

Event and media management

Predator Training Room community

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