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Digital Campaign for a Hypothetical Video Game
- 1. Campaign Measurement • QR code data – Number of scans – Number of unique users – Time and date – Location of scans – Type of phone – Representative demographics • Landing page data – Number of demo version downloads • In-store coupon data – Percentage of gamers who redeemed in-store coupon
- 6. Brief
- 7. Target audience 18-34 year men as well as women who are social gamers Budget 5,000,000 Mandatories Downloads Drive Direct Sales to Retailer Collect Data Method mix Social media, SEO, Podcast/Blogging, Mobile, Rich Media, Youtube and Behavioral tactics.
- 8. SEO
- 9. Social Media
- 10. FACEBOOK
- 11. INSTAGRAM WEBSITE TWITTER How Many Customized GrinderBox Characters Can Be Created? 3000 PHOTOS-20,000 FOLLOWERS Next is adventure is on Twitter GrinderBox Here is my is my clue for The Here #Blado @GrinderBox 3000 PHOTOS-20,000 FOLLOWERS @GrinderBox game Please send your Thank you @itslikeglobot. character to get your next clue! INSTAGRAM Thank you @itslikeglobot. Here’s your clue! Here’ Here GrinderBox @GrinderBox is my clue @GrinderBox 11/29/2012 11:00 PM Thanks @delyG. Follow @Blade character. Use #FindGrinderBox find @Jolto and @Dino then go to www.GrinderBox.com
- 12. Campaign Measurement • Facebook – Number of impressions – Number of likes – Number of comments – Number of new followers – How many people played the game on landing page – How many people shared their results on their status • Instagram – Number of mentions – Number of likes – Number of comments – Number of photo submission •Twitter –Number of mentions –Number of re-twitts –Number of favorites –Number of new followers
- 13. Mobile Marketing
- 14. Marketing Effectiveness • Consumer behavior has changed • Changes in digital technologies • Mobile marketing becoming legitimate marketing channel • Provides instant access to brand information
- 15. Reaching Target Audience • Smartphones have become a part of gamers’ everyday lives – Able to connect with gamers 24/7 • Huge growth in mobile barcode scanning – 5.3 million scans in the month of June 2012 Source: ScanLife Trend Report – Q2 2012
- 16. Mobile Marketing Campaign • QR Codes – Target on-the-go gamers – Cross media marketing – Linking offline and online media – It’s all about engagement! • Placement of QR Codes – Gaming Conventions: Comic-Con, E3 – Advertisements in Gaming Magazines: PC Gamer, Electronic Gaming Monthly
- 17. Consumer Experience • Scan QR code • Series of puzzles • Landing page • Download demo version of GrinderBox • Play video game to unlock code for an in-store coupon
- 18. Campaign Measurement • QR code data – Number of scans – Number of unique users – Time and date – Location of scans – Type of phone – Representative demographics • Landing page data – Number of demo version downloads • In-store coupon data – Percentage of consumers who redeemed in-store coupon
- 19. Why SEM/SEO • Ads can be tested and keywords can be quickly optimized and ‘tweaked’ to gain better campaign results. • Geo tags and personal information shared by users on paid ads can offer additional advertiser benefit. • Contextual re-targeting. • Built-in analytics tools like Google Analytics/Adwords will give powerful campaign tracking and optimization tools. GrinerBox|Kill or Die www.codemonkey.com/GrinderBox Zip Zip Download a free demo now to get a head Email Email start Subs Subs cod cod Get codes and upgrades. Limited time! address address ee
- 20. Reaching the Target Audience The likelihood of a purchase resulting from casual browsing is highest among customers aged 18-34 years.
- 21. Measuring the campaign • Number of ad impressions served • Number of click-throughs • Conversion rate: in-store and online store traffic. • Navigation paths
- 22. Paid Ads GrinerBox|Kill or Die www.grinderbox.com Available on PC, Xbox 360 &PS3 Order Now-Starting at $39.99| Limited time GrinerBox|Kill or Die www.grinderbox.com/store/demo Guns, puzzles, and blood. It just got better Download a free demo now to get a head start
- 23. Keywords • GrinderBox • Grinder Box • shooting game • play • team • puzzle • free • demo • map • version • strike • features • action • Blado • Jolto • Dino
- 24. Rich Media
- 25. Goals • Raise awareness • Drive traffic to the site • Influence demo download • Influence word of mouth • Conversion
- 26. Rich Media
- 27. Rich Media
- 28. Rich Media
- 29. Rich Media
- 30. Rich Media
- 31. Placement Target Audience
- 32. Measures • Number of views past 10 seconds • Click-through • Demo downloads
- 33. Podcasting
- 34. Podcasting - Marketing Method • Ad sponsorship in free, downloadable audio and video podcasts • Podcasts are chosen by consumer based on category interest (health, family, sports) downloaded/streamed • Major sites (IGN/Giant Bomb) vs. independent podcasts (xplay/Bombcast) • Ad lengths 15 seconds run between show segments, live host “Podcast is sponsored by CodeMonkey, maker of GrinderBox” • Each ad read by host will give unique codes for discount on pre- release order, special landing page for demo, or company hashtags
- 35. Podcasting - Marketing Effectiveness • Hosts are respected in their field, trusted by audience to recommend • Viewer subscribes and downloads podcast, already interested in content, already engaged, attention has been captured • Looking to time-shift media AND unique shows based on interests • Engaged and targeted audiences • Ads appear in leading podcasts in categories that appeal to both men and women, not just video game related subjects • Host allowed to stray from script to put personal touch on advertisement
- 36. Podcasting - Reaching Target Audience • Target audience: Male/Female, 18-34 – Half of podcast consumers are ages 12-34 – Podcast consumers are 54% Male/46% Female • Online living – Method allows multitasking while listening/watching – Spend more time online – Internet is most essential media in podcast consumers’ lives at 73% (18% TV, Radio 8%) – Typically watch TV in non-traditional ways • Sharing and Chatting – More likely to use social networks (Twitter) on daily basis – More likely to share Youtube video – Podcast consumers live on Facebook and YouTube
- 37. Podcasting - Campaign Measurement • How will we know if campaign worked? – Number of times podcast is downloaded – Number of demo downloads – Number of unique codes entered for discount on pre-release order – Trending of #GrinderBox & #CodeBonkey hashtags on Twitter – Links to special landing page for podcast listeners to download demo
- 38. Podcasting - Consumer Experience • Consumer downloads and views podcast • During podcast, host talks about CodeMonkey’s newest game GrinderBox • Host mentions unique code for pre-release discount at unique landing page • Host encourages Twitter hashtag to thank #CodeMonkey for sponsorship • Consumer visits website and clicks on “download demo” • Consumer plays demo version of GrinderBox, when done, ability to forward link of demo page to friends and to purchase full version
- 39. YouTube
- 40. Marketing Feasibility • Major video website – 72 hours worth of video uploaded every minute – 800 million unique viewers each month – 300 billion hours of video watched every month – 3 billion videos every day • Social network for communication: comments and conversations • Free to create a YouTube channel • Link to other methods: SEO, Article Marketing, Social Media marketing, etc. • Solid brand equity
- 41. Reaching Target Audience • Social mainstream: – Average age 24.1; 74% male – Average income $62.2K – Internet heavy users: 3 daily hours internet, 2 hours gaming – Watchers not readers; social nature – Purchase Power: 19.2million • Wide usage among gamers – IGN: 2,098,432 subscribers; 2,092,744,479 views • Call of duty ： 966,166 subscribers; 351,283,127 views • Battle Field ： 317,029 subscribers; 94,716,523 views • Portal: 11,244,401 views; 50,445 comments • New gaming behavior: Connect play devices- Xbox, PS3 to YouTube
- 42. YouTube Channel -- GrinderBox • Trailers – General story about GrinderBox – Each character has its own story: history, personality and mission • Live streaming – WCG winner and professional player – Record how they play the game with reviews and evaluation • Live action short film – Hire celebrities to shoot film with live action to engage people • Interactive videos – Encourage gamers to click characters, guns and other equipment in the game to learn the functions – Provide special benefits such as customized costumes and coupons
- 44. Campaign Measurement • Number of subscribers • Comments • Views • Likes • Shares to other social media • Click through “Download Demo” and “ Download Coupon”
- 45. Behavioral Targeting Campaign
- 46. Method Create different landing page based on variants 4 Variants People who already have awareness People who already have interest People who already have desire People who already purchased Goal and Reasons User experience Right call to action for different users Enhance click through rate / conversion rates and / spending levels
- 47. Awareness Level Create something interesting Grinderboxis a hilariously mind- bending adventure that challenges you to use wits over weaponry in a funhouse of diabolical science. Using a highly experimental portal device, you’ll once again face off against a lethally inventive, power-mad A.I. named GLaDOS. And this time you won’t be alone. Meet an expanded cast of characters as you think your way through dangerous, never-before- seen areas of Aperture Laboratories. Break the laws of spatial physics in ways you never thought possible, with a wider variety of portal puzzles and an expansive story that spans a single player and co-operative game mode.
- 48. Interest Level Create something that makes them trail •Flash Game .Flash Game •Signup for trail download (Facebook one click sign up)
- 49. Desire Level Onsite Create something that gives them the reason to buy •Pre-order purchase Incentives •Who also buy USD $ 39.99 Offsite 3 of your friend also purchased Remind •Email
- 50. Action Level Post purchase CRM management / follow up Send e-mail to your friend, once they buy you get special weapon Forum: Puzzle solving/ Friend Inviting Measure 1.Transition rate in every stage 2.To see how other medias work 3.Cross-analyze and better understand about our consumers
- 51. Questions?