Strategy For GTA: Zombie Apocalypse<br />Game Setting:London (London Underground, City Centre, Whitechapel, etc) Set over a period of 3 months leading up to 21 December 2012 – The day the world is said to end <br />Main Character:Carlos DiNozzoWhite British, Male, Middleclass Businessman, Late 20’sPortrayed as an ‘average’ man.<br />Challenges:<br />
Maintaining realism with the inclusion of zombies
Set in the future
Ensuring product matches/exceeds hype
Not revealing too much information before release
Magazine speculations about release of new GTA episode.
“The beginning of the end” teaser posters will begin appearing around London with a spoof website link at the bottom. – This will begin to create interest and hopefully generate ‘word of mouth’ advertising.
Create a spoof teaser website from the teaser poster – A chance to release some information. The page will include a countdown titled “They’re coming” which will be set to the release of the first trailer. – After release of first trailer this site will become a portal to the official site.
Official website will be where the trailers are initially released. Other downloadable extras will also be available from the site such as ringtones and wallpapers.
Tv, Press and Billboard advertising
“Leak” new information online to coincide with release of new trailers/billboards.
Contact fan sites and the ‘GTA Community’
Include celebrities as characters in the game and leak some of them to the press – Celebrity names will make the game a lot more high-profile and increase it’s following.
The game will be released on 21 December 2011 – A year before the world will allegedly end. This date is also really close to Christmas which means if enough hype can be generated it will be in high demand.
The first teaser poster will be released 21st December 2010. Putting these up in shopping centres would attract a lot of attention from people doing Christmas shopping. This poster will remain for about a month.
The first trailer will be released on 21st January 2011 with an exclusive ‘First look’ article appearing soon after in the specialist press – An example of synergy.
Trailer 2 will be released on 21st April 2011 – this trailer will reveal a little bit more information which will hopefully intensify hype created from the first trailer.
A new billboard design will appear towards the end of June, making way for the release of the third trailer on 21st July 2011 – This will keep the game ‘relevant’ and conscious in the target audience’s mind.
During September, writers from both specialist press and mainstream press will be given demos of the game to try. The writers will be put up in a hotel to reduce the chance of piracy and so the environment can be controlled to give them the best possible experience.
The reviews will be released a month later, along with the 4th and final trailer on the 21st.
Small works of graffiti will also be commissioned during October, as well as flyers beginning to circulate London titled ‘How to survive a Zombie Apocalyspe’ – This will also hopefully generate ‘word of mouth’ advertising as it is a form of guerrilla advertising.
A TV advert will run from the beginning of November until the game’s release. These adverts reveal a similar amount of information as the final trailer but will be shown in a different way.
During November, social networks sites will also be used to promote the game; creating groups and placing adverts on facebook and putting a video on the main page of youtube. – This is viral advertising and should attract a lot of attention from the online community.
The game will be released on 21st December 2011 and will be available as a physical copy or digital download.
Trailers<br />Trailer 1 – The Beginning of the End – Focus on main character, Carlos, leaving for work. We see him walking through the streets, with lots of cutaways to shots of famous London landmarks. As he’s about to walk into his workplace he sees a homeless man slumped by the side of the door with a sign saying “The beginning of the end”, the man then say’s “They’re coming” in a hoarse voice. The trailer cuts to black, only showing the ‘IV’ that was used in the previous ad campaign. <br />Trailer 2 – Nothing’s changed. – This trailer uses crosscutting to show a normal version of the City and a version run by chaos. The cuts to ‘chaos’ are very fast so as not to give too much away – don’t show any zombies.<br />Trailer 3 –The Takeover – The camera pans across streets of London to show people running from zombies. The people and zombies slowly begin to fade to empty streets. Then a sudden cut to a montage of Carlos driving cars and killing zombies – don’t include too much action.<br />Trailer 4 – This is it – This trailer will include the most action and show off some of the key locations such as the BBC studios, locations that had not previously been mentioned.<br />Release dates are set out like this in an attempt to maintain hype throughout the whole campaign. Intervals between the trailers are also long enough to make people excited about what exclusive content will be featured next.<br />