MONSTERS | Serious Game Marketing Strategy
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The Brief 1. Create a powerful concept for a serious game to raise awareness of child trafficking 2. Plan a promotional strategy, covering audience, platforms and brand communication. 3. Ensure that the 'client', U2 (an Irish rock band with a history of campaigning on social issues) is also promoted and highlighted.
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Semelhante a MONSTERS | Serious Game Marketing Strategy
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Mais de Ahmed Usman Ahmed
MONSTERS | Serious Game Marketing Strategy
- 1. we’re serious about games
- 2. 1. GLOCAL GAMING • Meet the team • Our creative strategy Outline 2. MONSTERS • The game • The concept 3. BRAND & PROMOTION • Marketing strategy
- 3. Prerita and Tina Alice Market Research Team Art Director we’re serious about games Chrissy Nina and Ahmed Game Marketing and Developer Creative Team
- 6. Console games global top 10 | Age 12-25
- 7. APPS & SOCIAL GAMES
- 9. incorporates U2’s music glocal simple simple appeal simple! fun and funky socially interactive raises awareness role play of & helps to prevent online and child app-based trafficking
- 11. Game = a fun platform from which to introduce young people the serious issue of child trafficking • Simple graphics • Fun fonts • Colourful buttons • Clear message
- 12. Interconnectivity built in • Compare your score with your friends and others around the world • Challenge other players • Invite your social network friends to play the game • Your scores are shared on your Facebook wall/Twitter feed
- 14. The musical reward • Each level brings you closer to winning a free U2 track to download • Tracks from other international artists will also be featured Download your • Because the audiences may be unfamiliar with free music track U2, the emphasis is on free music
- 15. Not quite like in the movies, of course. But there are real-life people around the world who are after children’s body parts to sell. In Mexico, there are believed to be at least 17 clinics that deal in children’s organs Help make it stop www.u2againstmonsters.com Join the petition against organ trafficking here Find out more about the real life MONSTERS: www.u2againstmonsters.com
- 16. Target audience • Age: 12-16 years • Location 1. Developing economies (India, China, Brazil etc) 2. Developed nations (Western Europe, America etc.) • Socially networked and computer-savvy • Some access to internet or mobile technology (not necessarily at home) • Love of gaming!
- 17. creates a raises community global awareness of CT Introduces cool U2 to a + new funky audience
- 19. Brand values Brand personality POSITIVITY MOTIVATION POSITIVE ENTHUSIASM STRONG CHILD ORIENTATED FUN YET EARNEST GLOCALISATION GATHERING FUNKY HUMAN NOT AFRAID TO BE DIFFERENT WILL TO SUCCEED BRIGHT AND TRIUMPH OVER HAPPY INJUSTICE CONFIDENCE MUSIC LOVING HUMAN RIGHTS GLOCAL
- 22. Online PR
- 25. ONLINE INFLUENCERS & GAMING SOCIAL SITES THOUGHT LEADERS Online platforms to target CHARITIES & NGOs MUSIC ORIENTED
- 26. The website
- 27. offline
- 28. BILLBOARD
- 29. BILLBOARD
- 30. billboard
- 31. BILLBOARD
- 32. BUS
- 33. BILLBOARD www.U2againstmonsters.com
- 34. BILLBOARD www.U2againstmonsters.com
- 35. Merchandising www.U2againstmonsters.com
- 36. BILLBOARD www.U2againstmonsters.com
- 40. BACK FRONT
- 41. toys
- 42. Gaming magazines
- 45. The international monsters relay race
- 55. GAME VIDEO
- 56. References • http://apps.facebook.com/theguardian/technology/2011/may/13/farmville-lady-gaga-gamers-facebook • ‘Consumers trust real friends and virtual strangers the most’ – http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ • Social game marketing musings and stats e.g. – Around 80% of the women who play social media games clicked on ads or signed up for promotional features in return for points and virtual currencies – http://blog.socialmaximizer.com/social-media-marketing-in-the-world-of-online-gaming/ • Brands building an increasing presence within social games – We saw it a little earlier this year when Zynga and Lady Gaga teamed up to produce GagaVille—where visitors to the neighboring FarmVille landscape could get a first listen to the artist’s new album (U2!) – http://www.business2community.com/marketing/social-game-based-marketing-breeds-success-062192 • Success of social game marketing – http://www.business2community.com/marketing/social-game-based-marketing-breeds-success-062192 • Case study of Tetris as a ‘slow burning’ social gaming success: – http://www.insidesocialgames.com/2011/11/14/tetris-battles-slow-burn-on-facebook-proves-brands-staying-power-on-the- platform/ • Great stats on popularity of social gaming (mostly America-centric) – http://thesocialcustomer.com/samuel-f-parent/38726/performance-indicators-social-games • Measuring success in DAU/MAU – http://techcrunch.com/2009/10/29/how-to-measure-the-true-stickiness-and-success-of-a-facebook-app/ • Tips for Online PR – http://www.toprankblog.com/2006/04/tips-for-online-pr/ – http://www.contentandmotion.co.uk/blog/free-cut-out-and-keep-guide-to-online-pr/ (diagram accompanied by explanatory notes) • Top 15 Gaming websites – http://www.ebizmba.com/articles/video-game-websites • Top websites for 12-17 year-olds – http://www.readwriteweb.com/archives/most_popular_websites_for_kids.php •