Star Trek

1) Pick out the five most significant aspects of the Star Trek campaign from the list above and explain why they were important in creating a buzz about the game.                                                                                  June 2011 E3 announcement and teaser trailer: This is important because this is where it all starts and everyone gets the news that there is a star trek on the way.

June 2012 – E3

Website and Twitter feed launched Updates on Facebook Game enemy (Gorn) announced Gameplay footage posted online Game producer Brian Miller interviewed: Because this gives the audience a lot of info which is going to make more excitement.

March 2013

Official advert released   Pre-order promotional boxes arrive in stores   Game co-promoted TV and radio adverts: This steps up a whole level because this is the point where the game is out of the paramount company.

April 2013

Previewed in game magazines    Gadget Show live game available to play    Gameplay footage on YouTube   Interview with Brian Miller released: This is what it all comes down to.

December 2012

Trailer posted on Paramount website     Release date announced: This gives the audience the release date which means the game is finalised.

2)Watch the following YouTube trailers and explain why they might appeal to an audience:

• Teaser trailer
• Xbox teaser trailer
• Full trailer
• Comedy trailer with William Shatner

3) How many views did these trailers receive in total?

       185767

4) Why did the Star Trek videogame publisher develop the marketing campaign over such a long time?

    They wanted the audience get hyped about it and grow desperate and impatient. They also wanted to generate a lot of word of mouth.

5) What other examples can you find online from the Star Trek marketing campaign? Print? Reviews? Broadcast? E-media? Do you feel the campaign as a whole was successful?

 

IGN: 'Terrible animation'

       'Boring action'               

        'Dumb plot'

        'Tons of bugs'

You may argue that the game advertising campaign because it created a lot of hype and word of mouth before the release of the game, however as soon as the game was released it all went wrong. Though you may say that this was not the advertisers fault but rather the developers.

AIDA Game Marketing

You will be allocated one of the games below and have to come up with a 10 minute marketing plan in a pair. Remember, you need to create an emotional connection with the audience. Plan the following:

Task 1
Summarise who might play the game and what platform they will play it on. Give it a title.                              Age 9-28              Gender 75% Male     25% Female                                                                                          Adventurous young men will play the game as we are aiming to make this game as mature as possible.            The platform this would be on is PC, because we feel we would have more freedom and we see PC gamers more passionate with games similar to this one.                                                                                           Our Title is going to be LOST.  

Task 2
Use AIDA to plan a 10 minute marketing campaign for the new game:

A: How will you create marketing materials that attract audience attention to the game?                                  We are going to make this the most talked about game on social networking sites by getting celebs to talk about this... why social networking sites? because our audience age group is more likely to spend more time on social networking sites.                                                                                                                             
I: How will you generate audience interest?                                                                                                    We will generate audience interest by showing gameplay and showing people playing the game (e.g. a group of friends playing the game and enjoying it). Additionally we are going to focus on the internet by producing viral videos and involving famous personalities. 
                                                                                                                                                                 D: How will you stimulate audience desire to buy the game?                                                                            We are going to release many teasers and game play trailers to keep the audience updated but not give away too much and keep them waiting. In other words we want to tease the audience. We would also release a demo for them to see the quality of the game and grow more impatient for the release date and so they may pre-order.                                                                                                                                                                     
A: How will you promote audience action?                                                                                                       At the end of each trailer we would add websites to go onto to see more of the game feature, also include the websites and stores to buy it from.