The marketing campaign focuses on promoting the mobile game "CHAD" through social media influencers and viral videos. CHAD is a skateboarding rhythm game set in the 1980s featuring the character "Chad". The game will be priced at £0.69 to target casual gamers aged 16-30. The campaign will use Chad's Twitter account and promotional videos to drive traffic and build an audience. Key influencers on YouTube and gaming sites will be contacted to promote CHAD and help it go viral. The goal is to gain 200 Twitter followers and 80 downloads in the first 3 weeks to test audience response.

1. The Marketing Campaign

2. PRODUCT
Product
Our product is a mobile arcade game called
CHAD. CHAD is a skating rhythm game set in the
80s. The title character ‘Chad’ is sliding down the
street of the fictional ‘Trojan City’ where he has
to jump to avoid various obstacles such as brick
walls and oncoming traffic. Our product will be
on sale in the form of an app. The product is
targeted at casual gamers.

3. PRICE
Price: £0.69
We have chosen to price our game at £0.69 (or $0.99) as we are following the
established price points for app store products. £0.69 is the lowest price possible for
paid apps. We have chosen not to charge higher prices (apps can be priced at £0.69
or £1.99 upwards) not only lose money due to the inexpensive development of our
game, but as to not isolate our target audience of 16-30s. We realized this
demographic may not have money to throw around and will spend time considering
any purchase. we believe this to be true because they are young, may not have a job
or have little money. However we chose to charge for our product instead of making it
free as we believe this audience appreciate aesthetics to the extent that they will pay
for good looks.
We are competing with rival games in the sense that they all offer either low price or
free products, we are mirroring the pricing of products in a similar area as ours in
order to compete for their customer.

4. Original images moodboard for products

5. Marketing products 80s mood board

6. OUR IDEAL CONSUMER
What their iPhone layout would look like
ACTIVE ON SOCIAL
MEDIA
ENJOYS POPULAR GAMING
APPS
ALSO ENJOYS
PUZZLE
AND INDIE GAMES
PHOTO EDITING APP - WILL
PAY
MONEY FOR GOOD LOOKS
INTERESTED IN FILM
AS WELL AS POPULAR
GAMES ALSO LIKES
NICE LOOKING, LESS
WELL KNOWN GAMES

7. Games and social media have a symbiotic relationship
according to this recent article from Gigaom:
“More than 250 million people are playing Facebook
games every month, and roughly 100 developers
generated more than $1 million in revenue in 2012.”
“55 percent of the top 400 iOS apps are integrated with
Facebook.” - 2014
45%
55%

8. OUR IDEAL CONSUMER
Possible media/ arts
student
Low/no income due to
lack of/low paying job -
university student,
college student
Young, aged 16-25
Interest in film, visual
arts
Likes to do well,
complete things
Enjoys competing
with friends

9. PLACE
Place
Our product will be put on sale on the app store in
the games category. Coverage of our product can be
found on youtube in the form of a trailer and
various recorded promotional stunts as well on
twitter where there will be a promotional CHAD
account. Links to CHADs app store page will be
posted ion the twitter page.

10. PROMOTION
Our plan starts with social networking, first we start pushing and promoting our
game to popular youtubers/twitter accounts/websites whom we believe the target
audience would be interested in. We then convince them to promote our product to
their subscriber, followers, visitors in some way. For example Vsauce does a segment
on their web show in which they showcase interesting games sent into them. We will
also push our trailer, getting these contacts to view/share/tweet about it (see
contacts slide).We tweet these contacts or get them to mention CHAD’s twitter page.
All this would be designed to bring people to our twitter page. From the twitter page
we will acquire followers (our target audience) thus providing them with a stream of
info and developments on CHAD. This will lead to people who are interested in the
game seeing our promotions such as the t shirt give-aways at our skating event
stunt, or our NBA stunt all of which will be filmed and posted to twitter/youtube.
People may then share these videos with friends, leading to other people being made
aware of our product. Once enough followers have been acquired we will hosts
competitions for chances to win a free CHAD t shirt if they retweet CHAD on twitter.

11. LINKS
Contacts/
Gateways
Twitter accounts, youtubers, websites
Banners,
Trailer
Web banner advertising +
youtube trailer
Twitter
CHADs twitter
account
Promotional
Material
T Shirt give-aways at stunts (participants
wearing CHAD t shirts), poster.
DIRECT
INDIRECT
PROMOTION

12. laughingsquid.com
Site dedicated to unique art, site
regulars may have appreciation
for CHADs art style. Post CHAD
artwork to site.
retrogamer.net
A site dedicated to remembering
old school games, we could see if
they were interested in displaying
our game on their site due to its
nostalgic throwback to retro
games
Retrogamer@imagine-

13. Vsauce
youtube/vsauce - 2.7 mill
subscribers
Email to try and get our game
on the show (they do
showcases of interesting
games). Tweet to them, get the
them to retweet CHADS
tweets/trailer link
Kevin@Vsauce.com
Majami Hiroz: Welcome To The
80s
youtube.com/user/MajamiHiroz
Youtube channel of 80s 8 bit style
animations
similar to our art style - 30,000
subscribers.
Leave trailer as video response/
ask him to direct his subscribers
to the trailer. *Advertising our product on youtube is
effective because you can choose target
audience by name/age/interests/
location.

14. PressedArt
Connector
Chad
Twitter
Account
Followers
This theory is translated from Malcolm Gladwell’s book, ‘The Tipping Point’ and
derives from the idea of ‘The Law of the Few’.
"The success of any kind of
social epidemic is heavily
dependent on the involvement
of people with a particular and
rare set of social gifts."

15. MARKETING OBJECTIVES
To get at least 80 downloads/plays within the first three weeks. To build our first,
target, niche audience and see if it expands in response to a variation with other
marketing techniques such as trailers etc.
Primary
To get at least 200 followers on Chad's twitter account within the three weeks, to
increase awareness of the game and to expand of Chad's character and persona.
Secondary

16. SWOT ANALYSISStrengths
One strengths of our campaign is that we are utilising the media platforms used by our target audience.
This is in the form of a twitter page, youtube viral videos and promotion on some of our audiences
favourite sites, pages, accounts and channels
Another strength is the small size of our game developers and campaign managers. The developers are
also the ones working on the campaign which ensures the same level of passion and enthusiasm for our
product is not lost. The plus of a small group is that a focused level of care and quality will be applied to
promotion.
Weaknesses
One weakness is that are group and product is unknown, we do not have a foothold already in this market.
This means that measures of promotion taken must be effective in order to compete against rival games
and most importantly acquire notoriety.
This is also our first endeavour into marketing and product promotion which results in a lack of expertise
in the area.
Opportunities
Opportunity to utilise developing market such as the internet and social media.
Acquire experience in product promotion and campaigning.
Opportunity to move into vacated spaces of ineffective rival products.
Opportunity to expand networks in this market, achieve notoriety.
Threats
Rivalling competitors with more resources and experiences in product promotion, possibility of rivals
sabotaging, dominating platforms we will use.
Ineffective campaign due to inexperience, resulting in our product being overlooked.
Over saturation of other similar campaigns on internet etc cause product o be be ignored/overlooked.

17. COMPETITION

18. TARGET AUDIENCE
SEGMENTATION
Killers
Achievers
Explorers
Socializers
10%
10%
60%
20%
Killers - Focus on winning, rank, and direct peer-to-peer competition. They are engaged by leader boards and ranks.$
I don’t think CHAD’s audience would be too fussed about getting high up in the leader boards/ranks as it is a pretty casual game.
Achievers - Focus on attaining status and achieving preset goals quickly and/or completely. They are engaged by achievements, either
determined by the game or themselves.
I chose this as the most prominent part of the pie chart because I believe the main motive to play CHAD is to get the furthest and highest
score in the level, so I think the audience would be setting their own achievements based on this.
Explorers - Focus on exploring and a drive to discover the unknown. These players may end up knowing how the game works and behaves
better than the game creators themselves.
As an endless runner, there is little to explore as CHAD has randomized and limited obstacles.
Socializers - Focus on socializing and a drive to develop a network of friends and contacts. They help to spread knowledge and a human feel,
and are often involved in the community aspect of the game.
CHAD never aimed to have social compatibility but as a casual game I think it could work with social aspects.

19. This is where CHAD lies in the gaming spectrum

20. Vest Final Design
Skyline and number layout
matches style

21. T Shirt Final Design

22. Trailer

23. Banners

24. POSTER for “Krystal Slipper” - Chad’s favourite
band.

25. BUDGET
Trailer -
1 Camera – £300
2 Clothing – Shorts: £25. Headband: £12, Sweatbands: £3 each x2. Sunglasses: £15
3 Fish eye lens – £40
Cambridge Publicity stunt -
1 Skaters – £5 each (x12) – £60
Basketball stunt -
1 Tickets for NBA game x4 – $291.84 (£171.92)
Selling Merchandise – £25 a month/£300 a year on Amazon
Web banners on Laughingsquid.com – $2 per 1000 impressions
http://www.smartinsights.com/wp-content/uploads/2011/01/Google-Doubleclick-display-ad-statistics.png
According to this data, it is estimated that small ads generate 0.07% clickthroughs nationally. To get 100
people to click our ad, we’ll have to pay £600 for the appropriate amount of impressions.
£600
Total Budget = £1,529.92

26. How we will gain and analyse feedback from our
campaign
TWITTER
ACCOUNT
PROMOTION/
PUBLICITY
STUNTS
TRAILER
TO GAIN FEEDBACK FROM THE
CHAD TWITTER PAGE WE WOULD
COLLECT AND ANALYSE THE
PUBLICS TWEETS THAT USE HASH
TAGS SUCH AS #CHAD
#CHADTHEGAME.WE WOULD
LOOK AT WHAT PEOPLE ARE
SAYING ABOUT THE GAME, OR IF
THEY ARE AWARE OF WHAT CHAD
IS ETC. FROM THIS WE CAN PLAN
FURTHER STEPS TO PROMOTE OUR
GAME E.G. IF WE FIND THAT
PEOPLE ARE TALKING ABOUT IT
BUT DON’T ACTUALLY KNOW THE
PRODUCT WE COULD POSTS
LINKS TO THE TRAILER.
WE WILL ALSO APPLY FOR A
TWITTER ANALYTICS CARD TO
LOOK AT OUR TRAFFIC ETC.
PART OF OUR PROMOTION IS
HANDING OUT FREE CHAD T
SHIRTS AT EVENTS THAT REFLECT
OUR TARGET AUDIENCE SUCH AS
SKATE COMPETITIONS.ALONG
WITH THE T SHIRT WE WILL HAND
OUT INFO ON WHERE TO BUY THE
GAME AND THE USERNAME TO OUR
TWITTER ACCOUNT.WE WILL TELL
PEOPLE TO TWEET TO
@CHADTHEGAME THIS WILL SHOW
US WHAT PEOPLE ACTUALLY
LOOKED INTO OUR GAME AND
HAVE EVIDENCE OF THEIR
INTERESTS AND THEIR THOUGHTS
ON THE GAME.
WE CAN GAIN FEEDBACK FROM
THE TRAILERVIA THEYOUTUBE
COMMENTS AND THERE WILL ALSO
BE A LINK TO THE TWITTER PAGE
AT THE END OF THEVIDEO. DUE TO
THE CONTROVERSIAL AND COMIC
NATURE WE CAN LOOK INTO THE
RESPONSE OF THE TRAILERVIA
GOOGLE SEARCH OF KEY TERMS
AND LOOK AT WEBSITES AND
ARTICLES THAT MAY HAVE POSTED
AND WRITTEN ABOUT THEVIDEO.
AGAIN WE CAN ALSO LOOK AT
YOUTUBE ANALYTICS TO SEE WHO
IS WATCHING.

27. FEEDBACK AND CHANGES
Based on our Client’s response

28. Feedback from Questionaire
We created a Questionaire for our clients to fill out to provide more effective feedback.
1. Do you feel that we’ve included too much text in our plan to convey our points? If so, what methods
could we use to explain them in a more brief manner?
“Too much text, use diagrams + flowcharts to present information visually.”
2. Do all our forms of advertising link well? Why?
“In theory but no examples of stickers or of CHAD hashtag.”
3. Have we taken full advantage of what the idea of “CHAD” has to offer? Is there any way in which
we could develop our ideas further?
“Emphasis on 80s iconography, should be demonstrated earlier”

29. OBJECTIVES AND AIMS BASED ON CLIENT
FEEDBACK
To visually illustrate the theory of our
marketing campaign, using the Malcolm
Gladwell comparison that we’ve established.
To “show, not tell”. To convey the details that
we explained in the presentation.
To properly establish and show a detailed
idenity of our Target Audience.
To show our said 80’s icongraphy, earlier.

30. Something that we had worked very hard on was piecing
together and evaluating the best possible way to phrase the
aims and ideas surrounding the structure of our campaign,
which is based around the higher mediums that we aim to run
our products by, contacts.
Our clients influenced us to compare our campaign to the theory of “The Last of the
Few” from Malcom Gladwell’s “The Tipping Point”. In this book, Gladwell explains
how “The success of any kind of social epidemic is heavily dependent on the
involvement of people with a particular and rare set of social gifts.” In our case,
Chad and its features are an “epidemic” and these people with the particular sets of
gifts are what Gladwell refers to “connectors” and what we refer to as contacts (the
individuals with large amounts of followers who we want to spread the word of
Chad).
They suggested that we used a form of
visual diagram to convey this theory
within the presentation. We spoke about
how we had a very metaphysical idea and
that we could present a metaphorical
Photoshop illustration but we soon
understood that this we be too difficult to
execute due to drawing ability so I decided
that a flow chart would be a more effective
form of visual explanation. However, I
wanted to add a bit of coordination to the
chart and decided to adopt my own visual
representation of our structure, in flow
chart form. Here is the diagram we later
implemented to convey the details of our
theory------------------------------------------------------->
PressedArt
Connector
Chad
Twitter
Followers
This theory is translated from Malcolm
Gladwell’s book, ‘The Tipping Point’ and
derives from the idea of ‘The Law of the
"The success of
any kind of
social epidemic
is heavily

31. During our presentation, we spoke of our
influences for the Chad basketball vests, the
Denver Nuggets’ NBA kit. However, we
literally had nothing to show what the
Nuggets’ kit even looked like. Our clients
picked up on this. We included some
pictures of the kit from various eras and
added in arrows to demonstrate the
influences

32. We used an image of Mo’s friend, who we knew was a fan of the the
game and its style. From this we displayed information which talks
about this type of person in general
To demonstrate a better persona and image of our Target
Audience......
Possible media/ arts
student
Low/no income due to
lack of/low paying job -
university student,
college student
Young, aged 16-25
Interest in film, visual
arts
Likes to do well,
complete things
Enjoys competing
with friends

33. We looked through a few
articles until Mo found
on that included a quote
from the site Gigaom
that included some stat,
commenting on the
symbiotic relationship
between social media
and games
45%
55%
And to link them with our
segmentation..

34. We’ve also featured the 80’s moodboards that influenced our designs, products and
stunts respectively.
We’ve done this to project the 80’s theme and icongraphy that we wished to feature
from its roots and the different techniques we used to demonstrate this.
These moodboards feature a mix of overlapping of liquidy bright colour effects, old
comicbook material and 80’s logos.