Electronic Arts<br />Rebecca Crisan<br />One of the leading video game companies in the world, as such they’re constantly marketing different titles to multiple demographics in multiple countries.<br />
Challenges and Goals<br /><ul><li>You’re not just advertising the company, you’re advertising each game separately.
Each game has a different strategy of promotion and requires different forms of media to back it up.</li></li></ul><li>Video Game Theme<br /><ul><li>Not all forms of new media will be right for each game.
So creat a strategy for choosing which mediums to go into.</li></li></ul><li>Personas<br /><ul><li>Because each game is different EA has multiple personas it’s trying to reach.
People like Jon the Jock, Ned the Nerd, Gabe the Gamer, Susie the Socialite, and Nora the Noob. </li></li></ul><li>Social Media<br /><ul><li>They’ve done a good job being present on social media.
But they could cross promote a bit more.</li></li></ul><li>Blogging<br /><ul><li>There are two major approaches that are taken: blogs as a communication tool for the game producers to the fans, or as a promotions tool.
They also don’t promote their company employee blog enough.</li></li></ul><li>Giving the Company a Voice<br /><ul><li>The company needs some voices. You don’t know who you’re getting information from in many cases.</li></li></ul><li>Success<br /><ul><li>It’s all about hype, until the game is released then it’s about sales.
Initially follow the buzz see how much talk and recognition you’re getting.
Once the game is released see if the buzz level trends with the sales level.</li></li></ul><li>Budget/Timeline<br /><ul><li>Budgets are determined on a game to game basis so see if there is a relation in sales to how much is spent on the marketing budget.
Timeline wise it’ll vary for each game. When it’s all about hype the more you can keep people engaged and interested the better.</li></li></ul><li>Allocation<br /><ul><li>When dealing with franchises they already have name recognition and you can get away with spending less.
With new titles though more marketing is generally required.
Other wise it’s all based on a game to game budget.</li>
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