Kakuma is a video game about refugees This document highlights the main points of the social media plan, including but not limited to: - Concept - Main target and content persona - Strategy - Tactic development - Content plan and calendar For more information, follow us at twitter: @kakumagame or visit blog.kakumagame.com

2. Videogame about experiencing being a refugee
Kakuma = nowhere
ETA for kickstarter: 3 months; 1 year for release
Will donate % of revenue to refugee causes
Goal: direct traffic to the kickstarter page to fund the game
PROJECT

3. VG PLAYERS
1. Focus on an older demographic (25-45)
2. Interest in Indie & author games
3. Mature publications rather than generic
gaming portals
TARGET AUDIENCE

4. 1. Supports human rights, refugees and
asylum seekers
2. Focus on USA, Europe and Australia
3. Highly active online (activists, NGOs,
trend setters)
HR SUPPORTERS
TARGET AUDIENCE

5. VG
PLAYERS
HR
SUPPORTERS
Daniel, 38
Plays in his phone and laptop
Finds about games in websites, youtube, Twitch
Wants more than shooting people in the face
He likes games such as ‘Papers, please’, ‘This war
of mine’ or ‘Undertale’.
Politically progressive, follows NGOs.
Sympathy for human rights, civil rights, race
and gender issues.
Active in Twitter and Facebook
High level of education

6. SM concept
#iamarefugee
STRATEGY
#yosoy132 #jesuischarlie

7. SM concept
1. Build a sense of identification and community expanding the concept of refugee (I live in
another city/country, I don’t belong, I’m different). Build sense of empathy connecting it
with the game.
2. Intercept messages from high-profile individuals belonging to the ‘them’ and produce
highly shareable content (e.g. Trump, Pauline Lee Hanson, Le Pen, etc.)
3. Build a fanbase from existing videogame communities (forums, blogs, chats)
4. Facilitate UCC (streamers/prosumers) through personalised narratives and promotions,
while socialising the game allowing for ‘cultural production’
5. Participate in the conversation about refugee and civil rights (#letthemstay,
#blacklivesmatter, #idomeni, etc.) and indie game development
6. Facilitate UGC through memes, blank canvases and competitions
7. Create promotions and giveaways in order to facilitate UGC through Youtube and Twitch
STRATEGY

8. CROWDFUNDING
ENGAGEMENT
AWARENESS
STRATEGY

9. CAMPAIGN-BASED
GAME CENTREDDAILY UPDATES
CONTINUOUS
TACTIC APPROACH
Focus on interaction
‘Trolling’ hate groups
PR & outreach
Crisis management
Engaging in existing
communities
Development journal
(product updates)
Youtubers as main
influencers
Website with MVP
Kickstarter as goal
Reddit campaign: AMA
refugee volunteer
Twitch: Donation for
refugee NGO of choice
for whoever ‘wins’ first

10. 1st rule: Undertale. If
you’re making a game,
make it honest.
Turkish coastguards
have been recorded
attacking refugees.
Another reason to
#letthemstay
Devlog 1: Why we
decided doing a game
about refugees
Gaming Culture Refugees & philanthropy Self-centered
TACTIC APPROACH - MOODBOARD

11. TACTIC APPROACH - MOODBOARD2
From Mass Effect we
learnt that choices
must have
consequences. Learnt
it the wrong way.
Building kakuma is
trying to build
empathy.
AMA: A volunteer
during the refugee
crisis
Gaming Culture Refugees & philanthropy Self-centered

12. TACTIC APPROACH - SUCCESS STORIES
Strong PR effort
Indie as its tag
Building suspense through UGC
Using NGOs to gain reach
Different experience as tag
Focus dev blog

13. CALENDAR

14. CALENDAR

15. CALENDAR
TWEETS FB POSTS WP POSTS VIDEOS
180 60 12 2

16. THANKS!
Follow us:
@kakumagame /kakumagame blog.kakumagame.com