The document discusses the marketing plans and promotional materials created by the client to advertise their snake escape game. This includes logos, app icons, banners, t-shirts, stickers, and scheduling release around gaming conferences. Feedback was gathered on the designs and the target audience was identified as ages 10-15 based on surveys. The client later changed the game to be free-to-play based on feedback, and updated their marketing plan and target audience research accordingly.

2. Brief
Here are some logos that I made for the promotional aspects of my
marketing project.
I wanted to do different colours and textures rather than just two colours.

7. Here are some logos that I made for the promotional
aspects of my marketing project.
I wanted to do different colours and textures rather than just
two colours.

8. App Icon
The snake escape game will be sold on the app store so I needed to make and
icon. I didn’t want a main character being in the shot so i decided to use the
lantern as this plays a big part in the game. I drew the characters (Jimmy) arm
holding the lantern like he is in the game. I used the icon guide to help me see
where the lines should stop etc.
Client 1: I like the concept of the icon but I think it could be done a little better and
neater. I also think that the logo doesn’t fit in with the rest of the app icon.
Client 2: I like the drawing of the lantern because I think it looks mysterious and
fits
with the theme of the game. I don’t think the logo fits in with the icon.

9. App Icon feedback
Client 1: I like the concept of the icon but I think it
could be done a little better and neater. I also think that
the logo doesn’t fit in with the rest of the app icon.
• Client 2: I like the drawing of the lantern because I
think it looks mysterious and fits
• with the theme of the game. I don’t think the logo
fits in with the icon.

10. App Icon process
From the feedback I received it was clear that they
didn’t think the logo fitted in with the app icon.
Because of this I removed the logo. I added some
smoke to the icon to make it fit in with the theme of
the game. I also made the edges of the lantern
straighter to fit the lines of the guide.

11. Banners research
For my next promotional product I will be making website
banners. These banners will go onto websites that are
the most popular with my target audience.

12. Banners research
The successfulness of the banners being clicked is determined by the size and
where it is placed on the screen. This information is from Double click. It is a list of
banner types with a percentage of how many times it gets clicked.
From the chart you can see the most successful banner is the sky scrapers, the
large and the mediums. When making my banners I will be taking this information
into consideration by making mine in popular sizes.

13. Twitter
%= Change in Retweets
• The most effective tweet featured is photos. This means that when you tweet a
photo you are more likely to get more retweets than if you tweet something else.

14. Banners
The first item I have made to promote
the game is banners. I think that
banners are a good way of getting
people to notice game online. I will be
asking different people to look at the
banners and give me some feedback
to make them better.

15. Banners feedback
I asked a few people what they thought of these banners.
This is the feedback:
• Client1: I like the first banner the best because I think it fits best with the dark
theme of the game. I think you should make it look more scary and creepy maybe
by making the colours darker.
• Client 2: My favorite banner is the first one. I think it looks the most effective
because it has more of an intricate design to it. I like hoe the boy is holding up the
lamp which has a ring
• Of light around it. I think it would look a lot better if the colours around the
lamp
were a lot darker making it look more scary and creepy.
• Client 3: I prefer the first banner. I like how everything is a silhouette which adds to

16. Finished banners
The feedback I received from the clients all said they preferred the first
banner idea. They liked how most of the banner was dark but a ring of light
lit up the corner, just like in the game. Some of the clients said that the
banner was a bit plain and needed something else in it.
I made the background colour darker and put a layer of smoke on the top, I
think this adds to the creepiness. I then wanted to introduce a snake
because I thought it was relevant as its called Snake Escape. A whole
snake body didn’t tie in with the banner so I just made some snake eyes to
stare at the character from the dark.

17. Finished banners

18. FOG Banner
I have added a banner of the FOG website. This is because this site was very
popular with 12-17 year olds (my target audience). Putting my banner on this
website will attract the attention of young people which would be a lot more
successful than putting a banner on a website that isn’t popular with young
people.

19. Addicting games banner
Addictinggames.com was also a popular website for my target audience.

20. Youtube banner

21. T-shirt research

24. T-shirts
For my second promotional item I made T-shirts. I wanted to make them look very simple
but effective. These T-shirts will be good for people who know/play the game.

25. T-shirt design process
I made the shirt by getting a
plain black one and putting it
in PhotoShop. I then edited
the logo to make it black and
white. I wanted to make the
T-shirt look different so I
decided to get smoke to put
onto it. I shaped the smoke
to the shape of the T-shirt
then turned the opacity down
to make the smoke
transparent.

26. T-shirt final design

27. Stickers
For another one of my promotional
items I wanted to make snake escape
stickers. Stickers are a good way of
getting lots of people to view
characters from your game. I wanted
stickers with bold and bright
characters to make the stickers stand
out. I took one of the snakes from the
game and placed it in PhotoShop. I
then changed the skin of the snake to
green with a scaly texture. I then
made a white band to go around the
snake so it was like a border.

28. Stickers feedback
Client 1: I like the snake as a cartoon I think it makes it look fun and more
of an interesting character. I like how you have used snake skin on the
snake rather than just a plain colour, that works well.
• Client 2: I like the design of the snake I think it is well thought out.
Maybe make the snake look a little more evil if he is supposed to be that
way in the game. I like the snake skin because it makes the sticker look
textured.

29. Stickers feedback
Feedback
Client 1:
I like the simple ness of this design, I think it works well. I also like how you have
Not used too many colours which would make the stickers look over crowded.
•
• Client 2: I like the colours of the sticker because they are bright and bold. The
sticker
looks a little bit plain but still works well as a simple sticker.

30. Sticker feedback
Client 1: I like the snake as a cartoon I think it makes it look fun and more
of an interesting character. I like how you have used snake skin on the
snake rather than just a plain colour, that works well.
• Client 2: I like the design of the snake I think it is well thought out.
Maybe make the snake look a little more evil if he is supposed to be that
way in the game. I like the snake skin because it makes the sticker look
textured.

31. Stickers
Sticking the stickers around Cambridge will help
promote the game. When people walk past a lamp
post they will wonder what they are for, creating
word of mouth.

32. Target audience
My target audience is 12-17 year olds. I have found a chart with the most popular
websites for my target audience. This chart is a good way to know what websites
are best to advertise my game on. Advertising the game on some of the websites
shown below will get the interest of my target audience, meaning more people will
play it

33. Primary research
I made a survey of questions asking people if they thought my designs fitted in with the snake
escape game.

34. primary research
The majority of people I asked said that the designs did fit in with the feel of the
game. I think this is the case because I added a lot of smoky effects that made the
products feel and look gloomy. I also make my products with a lot of dark colours
as bright and bold colours would put across a different feel
Do you think my designs fitted in with The snake escape aesthetic?
Blue – Yes Purple-No

35. primary research
I created two questions to ask to ages 10-40. This is so that I can clearly see who the specific
target audience will be.
• From the results of the questions it is very clear that the best target audience would be 10-15.
Most of the age group that were asked said they like playing the game and that they feel it is right
for their age group. The 15-20 year olds also liked the game but not as much. I now know that the
target audience I will be targeting is 10-15 year olds.

36. primary research

37. Primary research
The most popular place where they heard of the games is from online media.
Therefore Facebook and Twitter are the best way to promote your game. From
these results I know that the next step is to look at making an account and/or
banners to go onto the website.

38. Target audience decided
From all of the results from my different survey’s and
questions I have found that my game ‘Snake escape’ will be
most popular with younger people. The game seemed to be
better received with children aged 10-17

39. The best time to promote and release the
game.
I have made a schedule with all the major and important game related
conferences. I have made it because it will be use full as I can focus on events
that will attract most gamers. Conferences such as game scon would be good as
there are gamers who are promoting their games

40. Schedule

41. The time that you release the game is crucial, it can
determine the success rate. From the schedule with
the important conferences I can see when it would
be a good time to release the game. Releasing the
game when the conferences are could make the
game more successful and popular.
Game scon is an event where people promote their
games. Game scon is the second largest even in
which people attend for games. I could promote the
game by putting up stickers at Game scon.

42. Gamescon

43. Web banners budget
Web banners
• For Game station, Facebook and Fopp each banner is priced
at £300
• For a PAX banners it is more expensive at £650

44. T-shirts costs
1000 T-shirts with font will cost £3,800
With font and a black T-shirt it will cost
around £5000

45. Game release date
The game will officially be released on Thursday the
28th of August.

46. Client feedback
Focus on free games for “tweenies”
• Give a clear picture of their likes and dislikes
• Target your specific audience

47. Change part one
One of the changes I have made to my marketing plan is the
price of the game. I have made the game free so it will be
easily available for my target audience which is 10-15.
• I changed this because my target audience aren’t old
enough to have a bank card, which means that they cannot
purchase the game without asking a parent.

48. Change part 2
Another change I made was the target audience research I did
which would now change because the game is free. I researched
games that were most popular with my target audience.
• One of the most popular websites that came up was a free
gaming site called Freeonlinegame.com. This would be use full to
advertise my game because my game is also free.

49. Change part 3
Because I changed the websites I was advertising on I made
the banners to fir the different websites.