These visions are my own. Please respect the creative property ©. One way to craft a Marketing Plan for a video game launch. Strategy includes media (TV, Cinema, Mobile, Internet) & PR plan, Community Events and promotion on retail. What would you do to promote this type of Games? Any ideas or suggestions? Anyone is going to Gamescom or E3 2015 to discuss about it ? Any ideas, suggestions ? Get in touch on http://elphege-kolingba.branded.me

1. STAR TREK
Elphège Kolingba Marketing plan
October, 30th 2012

2. SUMMARY
• Quick overview of Star Trek
• Target audiences & Marketing objectives
• Q1- 2013 competitors’s launch calendar
• Marketing campaign
• Launch plan/schedule
©Elphège Kolingba, 30th Oct. 2012

3. ‘An action-adventure co-op game casting players as Kirk and Spock,
to stop a legendary race bent on conquering the galaxy’
Key selling points:
 Play for the first time with Kirk and Spock in an immersive co-op experience
 An original story conceived by the writers/producers of the movies
and by the God of war game scribe
 Use the latest 23rd century upgradable weapons and gear
 Innovative gameplay with interactive quick time events
 Available on PC - PS3- Xbox 360
STAR TREK VIDEOGAME OVERVIEW
©Elphège Kolingba, 30th Oct. 2012

4.  Men: 18-39 y.o.
 Interested in, science-fi,
games, cinema and
comics
Challenge:
Capture their interest by
emphasizing on their
passion for the
franchise, deliver-up to
their expectations
TARGET AUDIENCES
 Men: 18-24 y.o.
 Interested in Action /
Adventure games, cinema
and comics
Challenge:
Get their interest by
emphasizing on
the gameplay & features
TREKKERS ACTION GAME FANS CASUAL GAMERS
 Men/women: 25-44
y.o
 Interested in various
games, cinema, music
Challenge:
Get their interest by
emphasizing
on social initiatives &
demonstrations
CORE TARGET AUDIENCES
©Elphège Kolingba, 30th Oct. 2012
SECONDARY TARGET AUDIENCE

5. MARKETING OBJECTIVES
©Elphège Kolingba, 30th Oct. 2012
 Reconciliate the video game franchise
with the Trekkers
 Establish Star Trek as the best action
movie-game of Q1
 Make the game popular (awareness &
reputation)

6. Q1- 2013 COMPETITORS’ LAUNCH CALENDAR
Aliens: Colonial
Marines
Action game with
co-op experience.
Hardcore gamers.
Dead Space 3
Action - Survival
Horror
Hardcore gamers.
Tomb Raider
Casual Gamers
Action-Adventure
Lost Planet 3
Action game
Casual & Core gamers
©Elphège Kolingba, 30th Oct. 2012
March 5th Q1 -TBDFebruary 13thFebruary 8th

7. STRONG BRANDING ACTIVITIES
Game Editions
 Standard Edition
 Collector Editions A and B
 Enhanced Edition
Premium DLC contents
 Anticipated game demo
 Weapon packs, characters’ costumes
 Dynamic theme, game avatars, OST
 Game mode (PVP, Exclusive characters)
 Bonus chapters
 Season Pass for pre-orders on PSN
©Elphège Kolingba, 30th Oct. 2012
Game assets
 Updated trailers and screenshots
 Star Trek Webseries for
«behind the scenes»
 Namco Bandai Game registration
card
 PR Dossier for
journalists/bloggers
Collectable products
 Characters’ statue & Starship figurine
 Collectable cards + code for DLC
 Steelbox
 Blu-ray/DVD
 Star Trek communicator with battery
 Posters signed, Art Postcards, USB Keys
 Game tee-shirts
 Mouse pad & mat

8. STRONG COMMERCIAL OFFERS
©Elphège Kolingba, 30th Oct. 2012
Exclusive pre-orders & Limited Collector Ed. Packs
for retail specialists on & offline (steam, zavvi.com,
amazon.co.uk…)
Target: Trekkers
and action games fans
Target: Casual Gamers
Special offers for the standard edition
10% off pre-order
10% bonus on games sales
1 game bought = 1 game free among a list
Target: All
Bundles
Collectable products on purchase in store with
partners (insertcoin, steelseries, Turtle beach)

9. STRONG MEDIA CAMPAIGN ACTIVITIES
©Elphège Kolingba, 30th Oct. 2012
CINEMA
with a
commercial
video
OUTDOOR
with digital
display
RADIO with a
contest to
win games
MOBILE with
a Star Trek
app or
interactive
display
Target: Trekkers
and action games fans
Target: Casual Gamers
PRINT
with ads or
flash codes
TV with a
commercial
video
Trade
with POS
animations
WEB/SOCIAL
with
Display, Search,
Contests
Target: Both

10. STRONG EVENTS /COMMUNITY ACTIVITIES
Launch Party to mass market (HMV)
Live Entertainment (Gaming music
performance)
Special guests (autographs)
Limited Edition Collectors to purchase
Goodies distribution
Consoles booth for game trial
Cosplayed hostess,
Photo booth for Namco Bandai
Facebook page
Special menus with Macdonald’s
& Paramount Pictures for ST movie
release in 2013:
Contests + Goodies
Partnership with a Pop star, soft
drinks brand to touch a wide audience
Event Exhibitions & Community
Geek game Expo (East Kent)
UK Games Expo (Birmingham)
VIP Journalists/bloggers Party
(London Cinema Museum or Space
War, UK)
Presentations (producer?)
Console booth
for game trial,
& Competition (PVP?)
Foods, drinks, a lottery with
prizes, Press Kit
©Elphège Kolingba, 30th Oct. 2012

11. PLANNING/SCHEDULE – PRE & POST LAUNCH
©Elphège Kolingba, 30th Oct. 2012
PR
EVENTS
TRADE
PRODUCTS
& DLC
JAN. FEB. MARCH APRIL MAY JUNE =>
PHASES
MEDIA
Buzz & Reputation
Awareness
& Visibility
Distribution
Launch
Post-Launch (awareness)
Press
Coverage
Geek game
Expo (East Kent)
TBC
Launch Party
HMV
Retail & Digital Partnership
(pre-orders, collectors editions)
DLC &
Enhanced
edition
TV, Radio, Web, Cinema, outdoor.....TBC
POS
animations
Press Coverage on special announcements
Assets (videos,
screenshots)
Game
Demo
PR
Actions
Demo
(PS+, XBLA)
Budget : £ 500 000

12. THANK YOU
©Elphège Kolingba, 30th Oct. 2012