The hilarious Rabbids takeover of the GamesRadar site was recently highlighted in Eyeblaster’s monthly Blast Newsletter as the Spotlight campaign. Rhoda Bueno Ushijima, Director of Sales Development at publisher FutureUS, shared her insights on the campaign, which had a CTR more than double GameRadar’s average.


What was the client brief for the Rabbids Go Home campaign? The client approached GamesRadar to assist in marketing ‘Rabbids Go Home’ to be part of the top 5 Action/Adventure titles for Nintendo platforms in Q409. They also wanted to establish a long term brand identity for the franchise. They wanted the final execution to show an evolvement to communicate Rabbids’ entry into the Adventure game genre.

How did you decide on the concept? The concept was the outcome of a brainstorming session where we all sat around deciding how to best play off of the Rabbid’s nature of collecting items to create a pile high enough to reach the moon. The idea was to incorporate this game concept and deliver it in a way that would resonate well with our readers. Using GamesRadar’s irreverent editorial and humor, we married the two thoughts and the result was this incredible full rich media takeover showcasing the Rabbid stealing the ‘r’ from the GamesRadar logo, and flushing the ‘r’ along with the rest of the homepage down the toilet to reveal a force play trailer.

What role did Eyeblaster play in the campaign? GamesRadar had less than 2 weeks to concept, create and test this online unit. Our creative team worked closely with Eyeblaster to test this unit and ensure it was a success from launch.

What was the client’s reaction to the campaign?
The client was thrilled that this unit successfully penetrated through the clutter and spoke to our site’s audience. Click through was more than double our site’s average and we are still receiving positive feedback and rave reviews from this particular execution.

Your idea of the perfect work day? Each day is vastly different, which is why I love what I do. The perfect day for me would consist of a few creative brainstorming sessions, managing multiple custom projects across Future’s print, online, and on console properties, and interspersed, of course, with some witty office banter and a soothing cup of green tea. I work with an incredibly talented and creative lot, which is why there is never a dull moment, never a dull day.

When does your muse visit you? The creative juices are constantly flowing here at Future, so I would say there is no specific time of day or situation when a great idea is generated. We feed off of each other’s perpetual energy and we can recognize a solid concept when it comes to us, and we run with it.