Video games revision web version
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This document discusses the promotion and marketing of video games. It provides case studies of 5 popular video games as examples: Just Dance 4, Red Dead Redemption, GTA IV and V, Call of Duty: Black Ops II, and Angry Birds Go!. The document also discusses relevant marketing theories around audience, narrative, and terminology. Students are instructed to research additional marketing campaigns and complete case studies for each example game.
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Viral marketing strategies for non-profits can utilize two types of content distribution: one-to-many viral spreads or many-to-many meme spreads. The techniques discussed focus on identifying the right topic, talent, timing, and tension to create engaging content. Group exercises are suggested to brainstorm topics people are currently interested in and develop techniques using memes or unique presentation styles to resolve tensions and create easily shareable content ideas. Proper production, distribution through relevant hashtags or syndication partners, and encouraging self-distribution are keys to success.
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An advertising campaign is a series of coordinated advertisements that share a single theme or idea. Developing an effective campaign involves planning the message, choosing appropriate media, creating individual ads, and measuring the results. The process requires input from various teams within an advertising agency or company including account managers, creative teams, media planners, and researchers. Campaigns are designed to achieve specific communication and marketing goals in a cost-effective manner.
Startup & want to get into the big league … think PR! Berlin
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22
The document discusses marketing trends and new paradigms. Traditional mass marketing is showing declining returns, while social media that facilitates word-of-mouth is on the rise. The new paradigm focuses on innovating to change social behavior rather than just selling products, finding influencers to spread ideas virally, and decentralizing control to engage customers.
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𝐄𝐱𝐩𝐥𝐚𝐢𝐧 𝐭𝐡𝐞 𝐍𝐚𝐭𝐮𝐫𝐞 𝐚𝐧𝐝 𝐒𝐜𝐨𝐩𝐞 𝐨𝐟 𝐚𝐧 𝐄𝐧𝐭𝐫𝐞𝐩𝐫𝐞𝐧𝐞𝐮𝐫:
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Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
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1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
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Video games revision web version
- 1. Revision The promotion and marketing of video games
- 2. Case Studies • Just Dance 4 • Red Dead Redemption • GTAIV and V • Call of Duty: Black Ops II • Angry Birds Go! • Plus any other video game marketing that you know about – or find out about. • Consider your own research.
- 3. Revision areas • When? • What • How? • Where - which platform(s)? Marketing strategies • Audience theory • Narrative theory • Marketing theory Theory • Theory terms • Marketing terms • Technical Terms for production Key Terminology • Just Dance 4 • Red Dead Redemption • GTAIV and V • Call of Duty: Black Ops II • Angry Birds Go! Case Study Examples
- 4. Marketing strategies • Using the A3 sheet, identify which different strategies could be used at each point in the promotion and marketing campaign. • For each point, identify three examples from three different campaigns which you could write about in your exam answer • Campaigns could include: • Just Dance 4 • Red Dead Redemption • GTAIV and V • Call of Duty: Black Ops II • Angry Birds Go! • Or any other video game promotion campaign
- 6. Narrative theories • You can use narrative theories to make sense of how a story is used to hook and interest the audience • This could be the storyline of a video game itself, promoted in the marketing campaign • It could be the storyline used in a trailer • Narratives can even be found in still images
- 7. Three Narrative theories Todorov: equilibrium theory Narrative starts in a balanced state (equilibrium) An event disturbs that balance (disequilibrium) The story finished with a new balanced state (new equilibrium) Levi Strauss: binary oppositions Narratives happen when two opposed ideas, forces or concepts come into conflict The conflict between the two opposites creates events in the narrative The resolution of the opposition ends the narrative (when one side wins?) Barthes: enigma codes Narratives set up puzzles which audiences engage with to try to find the solutions For example: “What’s that?” “Who is there?” “What is going to happen next?”
- 9. Audience Theories Richard Dyer’s Utopian Solutions Media texts present a world which is bigger, better, brighter, bolder than our own This world offers escapism from our dull reality It enables players to be more/better than they are in reality Uses and Gratifications theory Audiences seek out media texts which fulfil their needs These needs can be practical (uses) or emotional (gratifications) Emotional needs include the need for company, success, power, joy etc. Two-step flow theory Audience opinions are formed by opinion leaders Opinion leaders include the press, websites and influential people Marketing often aims to influence opinion leaders for the effect they have on others
- 11. Audience Terms • The “general public” including casual gamersMass audience • Specific groups i.e. racing game fans, usually incorporating “serious” gamersNiche audience • The main audience focus of a campaignPrimary audience • A subsidiary audience also catered for in a campaignSecondary audience
- 13. Marketing terms • Marketing broadcast to a mass audienceAbove the line marketing (ATL) • Marketing targeted at a specific audience, often personalisedBelow the line marketing (BTL) • A campaign incorporating ATL and BTL marketing Through the line marketing (TTL) • Traditional campaigns including trailers, posters etc.Direct Marketing • Modern campaigns including publicity stunts, viral and guerrilla campaignsIndirect Marketing
- 14. Viral and Guerrilla Marketing Viral marketing • Harnesses the power of social media • Aims to promote sharing, liking and linking • Usually striking, funny or innovative • E.g. Flappy Bird mostly virally marketed • Linked theory: two-step flow • Linked terms: below the line, indirect marketing Guerrilla Marketing • Marketing which appears by surprise • Often doesn’t look like an advert • Can be online or IRL “events” such as flashmobs, publicity stunts • Can also go viral! • E.g. Just Dance, GTA • Linked to two-step flow, BTL and indirect marketing
- 15. Trailers • What are the conventions of video game trailers?
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