Rockstar used various marketing techniques to promote Grand Theft Auto 4 including guerrilla marketing by putting up wanted posters of the main character in New York, viral marketing through spoof websites found by fans, and graffiti around New York depicting characters and the game. They also released internet videos and magazines alongside game trailers for synergistic promotion, and launched the game simultaneously on the popular Xbox and PS3 consoles to maximize profits.

1. GTA 4 Mind Map
Grand
Theft
Auto
Marketing
Synergy: releasing
both the magazine
and trailer together
Guerrilla marketing was used
to promote GTA4 by
putting up wanted posters
over New York with the main
character of the game.
Viral marketing was used by
setting up spoof websites to
be found by fans who’d
spread the word.
Rockstar brought the game
out on both Xbox and PS3
at the same time to get
profits at their highest as
they are both so popular.
Many internet
videos were
released such as
the “Things will
be different”
video .
Graffiti was painted all
around New York, Soho of
the characters and parts of
the game.