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CONAN has the youngest and most socially engaged fans in late night television. Bethesda partnered with CONAN to develop a unique branded campaign, supported by on-air/digital/social elements to expand reach and generate audience engagement around the highly anticipated release of Fallout 4. The goal of this campaign was to reach CONAN’s audience – exciting the hardcore gamers, as well as provoking curiosity and engagement with casual gamers. Centering on one of CONAN’s most successful franchises, Bethesda’s Fallout 4 campaign became the first ever sponsored, multi-platform Clueless Gamer segment.

Conan’s Clueless Gamer franchise has become a popular staple for CONAN fans. Conan and his self-proclaimed gaming nerd, Bley, play and review the latest and hottest gaming titles. Conan’s hapless play and humorous commentary are counterpointed by Bley’s knowledgeable demonstrations. Working with an advanced copy of Fallout 4 and inspired by the game’s art direction, Team Coco created a never-been-done-before extended prequel story, in the world of Fallout 4, as a seamless lead-in to the Clueless Gamer segment. This cold open and Clueless Gamer segment became the shareable propellants for one of CONAN’s biggest digital/social content promotions.

Bethesda’s Clueless Gamer segment premiered the night before the midnight release of Fallout 4. A robust cross-platform campaign supported the premiere: Team Coco homepage takeovers, branded rich media surrounded the Clueless Gamer digital content, and social posts across all Team Coco channels. Turner deployed their new social product, Launchpad, to optimize Bethesda’s content for sharing and better target their desired audience, guaranteeing views from audiences with the highest propensity to respond.

The results went nuclear. Videos generated 8.45MM total social views in the first month, and ranked as #1 video on Teamcoco.com during the flight. Social posts generated 87.3MM impressions on Facebook & YouTube, collecting more than 370K engagements across Team Coco’s social platforms. Press coverage included EW, Vulture, HuffPo, Mashable, Gamezone, Tech Times, Kotaku, and many more.

Contributors:

Executive Producer:	Conan O'Brien
Executive Producer:	Jeff Ross
Producer:	Aaron Bleyaert
Producer:	Andres DuBouchet
Producer:	Mike Sweeney
Integrated Marketing:	Tanesha Fields
Turner Integrated Marketing:	Sara Kern
Turner Integrated Marketing:	Christina Harkness
Turner Integrated Marketing:	Morgan Verdi
Turner Ignite Social:	Brad Jones

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Location: US