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Titanball: Marketing Campaign Proposal for Titanfall in Taipei, Taiwan
- 1. Marketing Campaign Proposal Taipei, Taiwan C. Busch, K. Goebel, K. Lim, Y.T. Tan
- 2. Target Audience CoD gamers FPS gamers Other hardcore gamers
- 3. Phase 1 MRT ads (all four weeks) Phase 2 Parkour street performances (first and second weekends) Phase 3 Paintball (third and fourth weekends)
- 4. Phase 1 MRT ads (all four weeks)
- 5. MRT Exterior MRT Interior
- 6. MRT Ximen Platforms MRT Ximen Walkways
- 8. Phase 2 Parkour street performances (first and second weekends)
- 9. Choreographed Parkour Performances YouTube Theme-inspired music
- 10. Location: Ximending Duration: Fri. – Sun. evenings for the first and second weeks Runners: A group of six professionals Costumes: Customized version of Militia pilot armor Music: Theme music adaption by Taiwanese DJ Yuan Chang (DJ小澤元 )
- 11. Arch: Each side is one of the titans, and the top is formed by their guns Cosplay: A small group of attractive young men and women wearing armor without full helmets Leaflets: Invitations to Titanball, die cut in the shape of a Titan
- 12. Phase 3 Paintball (third and fourth weekends)
- 13. Titanball Logistics Two sides: IMC and Militia 20 people per team 20 minutes of play time 120 players per hour Before playing Titanball, players on either side will be briefed about their mission objectives via video on giant screens
- 15. Colony Map
- 16. Transformation of Paintball Arena Titanfall setting 147 Paintball Theme Park Neihu District, Taipei Theme music
- 17. Paintball Gear
- 18. Line: Titanballers can play while they wait Giveaways: All Titanballers who upload a photo of themselves to Facebook get a free downloadable Prizes: Members of winning Titanball team will receive a Titanfall keychain
- 19. Reasoning Makes FPS aspect real Invites sharing on social media #Titanfall #Titanball Engages people when they are idle Uses theme music in multiple ways
- 20. Q & A
Editor's Notes
- Multi-phase campaign with paintball at center we won’t call this “Titanfall” but will call it “TitanBall”
- Advanced FPS game for people who are already gamers Same developers as Call of Duty
- -MRT ads will run the full four weeks -Parkour performances will run five days a week during first two weeks -Paintball will run Saturday and Sunday for the last two weeks
- Transform a few of the cars that run on on the Ximen-Taipower Building line (runs through five stations) Line includes three stops that are popular places to visit on weekends: Shida Nigh Market, Chiang Kai-Shek Memorial Hall, and Ximending Will include name of game, QR code to website or social media platform, and info about phases two and three
- Continues to the platform and underground sections of Ximen station, which is frequented by young people Phase two will take place at Ximen as well
- Underground passageway will also include a model of a Titan fantastic photo op that can be hashtagged and shared on social media Similar approach was taken outdoors at South by Southwest (top right photo)
- Combination of parkour and dance Highlights one of the best features of the game: climbing and scaling walls at high speeds (first FPS to do so)
- Popular place to go at night and walk around outside Common place for engaging promotional activities and street performers Music can be adapted and perhaps even DJed live by popular local electronic dance music DJ with sound effects used from the game as well 15,000 followers on YouTube and 12,000 on Facebook
- Set up an arch similar to one in top image (common promotional device): two titans on either side with guns forming the arch A few cosplay actors hand out the leaflets to promote Titanball photo op
- -Two Saturdays and two Sundays
- The paintball location we chose has a high capacity, but game will be shorter than average day of paintball All materials provided Attendants can play again if they wait in line Perhaps online reservation system
- ADAPTED FROM GAME “STORY”: On an uncharted colony which holds the remnants of a crashed carrier, the IMC and Militia battle to secure their position in a race against time. Through the use of EMP weapons, both factions have deactivated the primary weapon of the enemy: their titan. In order for each faction to secure their victory, they must capture the activation key from the enemy’s side and bring it back to their base to re-activate their titan, all while trying to thwart the enemy from doing the same. They know where the activation is, but can they find it and return to their Titan in twenty minutes?
- Adapt map from game to paintball park Indoor and outdoor elements Two members per team are given a copy of the map
- Use existing paintball park in Neihu (northern district of Taipei City) Setting already similar to one of the sets in Titanfall repaint some of the structures to look more like the video game Play theme music over PA system
- Images on far left and far right are what the “grunts” look like from either team Easy to replicate this look with standard paintball gear Only real customization necessary would be the screenprinted logo on the safety vests
- These are some other incentives Take advantage of long wait times by setting up something similar to what was done at the SXSW midnight release party (top image) Increase word-of-mouse by giving a small downloadable feature that will help them in Titanfall negligible cost and encourages players to buy the game
- Gamers interviewed said they enjoyed FPS because of the excitement paintball will heighten this excitement There will be lots of photo sharing opportunities: titan displays, parkour performance, cosplay actors, and paintball aftermath People spend time waiting and idle on the MRT, at Ximen Station, and in Ximending very common meeting area, so people are always standing around Gamers interviewed said that the theme music in games is very important to them will really bring parkour performance and Titanball to life