Fattal & Collins of Marina del Rey, Calif., has landed the GameWorks account. Billings were undisclosed.
GameWorks, a joint venture of Sega Enterprises, DreamWorks SKG and Universal Studios, is an entertainment venue that combines video games, music, food, drinks and the Internet.
Fattal was chosen without a review. John Shea, GameWorks' senior vice president of marketing and sales, who tapped Fattal, had hired the agency to create trade ad assignments when he was a marketing executive at MTV.
The agency prepared an in-depth consumer research and positioning project for the Universal City, Calif.-based GameWorks. "Our research showed that GameWorks' target was not based on demographics but psychographics," said Eric Hirshberg, the agency's senior vice president and creative director. "The [customers] are thrill seekers, not confined to any particular age group or sex."
GameWorks opened clubs in Seattle and Las Vegas this year and will open a third in Ontario, Calif., on July 27. The company plans to establish 100 other locations throughout the U.S. and overseas in the next five years.
As part of its research, the agency spent five weeks interviewing GameWorks customers. Fattal used that research to develop a campaign for GameWorks' Ontario launch, which is scheduled to break this week in the Los Angeles area. It will then roll out in Seattle, Las Vegas and eventually nationwide, said Mike Sheldon, the agency's senior vice president of marketing and sales.
"The creative I've seen from Fattal is very strong and exactly the attitude and vibe I like and what I think our audience will like," said GameWorks' Shea.
The campaign includes radio, print, outdoor, online, as well as guerilla marketing tactics such as posters.