The goal of our integrated campaign was to drive visits and registrations to RAY�s gaming site. Additional goals included boosting the general awareness of RAY�s Pajatso game and RAY�s positive brand image, increasing Pajatso-related web searches and the fan count of Pajatso Facebook Page. The return on marketing investments had to be at least 150 %. The primary target group was recreational players between the ages 18-54. To reach our goals and the target audience we created an enticing large-scale multi-channel campaign with a social heart.
