Академический Документы
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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.
Revision areas
Marketing strategies Theory
When? What How? Where - which platform(s)?
Just Dance 4 Red Dead Redemption GTAIV and V Call of Duty: Black Ops II Angry Birds Go!
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
Theories
Media Studies Revision
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
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?)
Narratives set up puzzles which audiences engage with to try to find the solutions
Who is there?
What is going to happen next?
Audience Theories
Richard Dyers 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
Emotional needs include the need for company, success, power, joy etc.
Marketing often aims to influence opinion leaders for the effect they have on others
Audience Terms
Mass audience Niche audience
The general public including casual gamers
Specific groups i.e. racing game fans, usually incorporating serious gamers
The main audience focus of a campaign
Primary audience
Secondary audience
Marketing terms
Above the line marketing (ATL) Below the line marketing (BTL)
Marketing broadcast to a mass audience
Traditional campaigns including trailers, posters etc. Modern campaigns including publicity stunts, viral and guerrilla campaigns
Indirect 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
Marketing which appears by surprise Often doesnt 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
Trailers
What are the conventions of video game trailers?