Marketing presentation 2

SHRINKING BREW MARKETING
PLAN
Kristie Cheng & Connor Crawford
Wednesday, 26 June 13

BRIEF
To create 3 marketing campaigns for our game.
- Direct Advertising
- Indirect Advertising
- Promotion
To create a new, upcoming game on the program Twine

PRODUCT
The product that will be the focus of our marketing
campaign is our twine game called Shrinking Brew
Shrinking Brew is a free-to-play online browser game

PLACE
We will be promoting our game online and distributing
merchandise for free to whoever enters our competition.
This will be easy to promote our game as our target
audience ranges from roughly aged 13-25 and most of
these age groups have access to the internet

PRICE
The game itself was free to create and produce.

PROMOTION
To promote our game we will be using 3 different
marketing campaigns
For direct advertising we will use Facebook to promote
our game.
Our indirect advertising method will promote our game
through an Indie gamer blog www.gnomeslair.com
For promotion we have come up with an idea for our
target audience to enter an online competition to win a
grow own miniature garden box set that they can make.

TARGET AUDIENCE
RESEARCH
To find out my target
audience we created a
mind map that would help
us find out who our target
audience is.

SWOT Analysis
S: Strengths
W: Weaknesses
O: Opportunities
T: Threats
Internal/External
HELPFUL HARMFUL
INTERNAL Strengths:
Our game has got good quality as it doesn’t have any
faults within the game and no bugs to break the game.
It is a free game that you can play online.
Weaknesses:
Twine is a text based game where you are able to add
images and html’s in if you want. The genre in our
game isn’t very strong and not well showed. We
haven’t been able to develop the game as much as we
could because of the time we got given.
EXTERNAL Opportunities:
Nowadays gamers are experimenting different genres
within the game market. Shrinking Brew is a browser
based game and they are getting more popular and are
well known because it is easy to access the game. You
don’t need to buy the game on a certain console as it is
on the internet.
Threats:
There is a lot of competitions going on in the games
market because there are new games released
everyday and the way to play the games are getting
more and more easy for example a strong way to play
games nowadays is on social networking sites where
people are able to interact together and see what other
games that there friends are playing. Shrinking brew is
a text based game so it isn’t a very popular game that
people choose to play as people are more interested in
visuals.

PRIMARY RESEARCH
We created a questionnaire so we were able
to approach the people directly and ask them
politely to fill it in. This is where we can
match data and figure out which type of
people would suit our game best.

PRIMARY RESEARCH
RESULTS

SECONDARY RESEARCH
For secondary research I created a mind map on what type
of audience “Twine” has. Twine is for a indie gamer and
not many people have actually heard of the program even
though it has been up for a while now. It is a program
where people are able to create literature games.
http://www.gimcrackd.com/etc/src - This website is a introduction to Twine where you are able to download the program.
There are websites where twine users are able to comment if they have any queries that they are able to get from other twine users. People are
able to share there game on here so that they have people with similar interest as theres to play there game to get a rating and feedback from.
http://groups.google.com/forum/?fromgroups#!forum/tweecode
From looking at these websites and reading other peoples comments that most of the twine users have profile photos that aren’t them and a
fictional character or no profile photo at all. They are able to help each other and give each other updates on what computer that has a Twine
update.

DIRECT ADVERTISING
DRAFTS
Billboard
This idea is for direct
marketing, it is a advertisement
on a billboard of my game, the
positives to having this is that it
will stand out and people
whoever can pass this are able to
look at it.
The negatives to this is that
people who see this are only
know about it because they have
to be there to look at it. It might
not reach your target audience if
you just put it on a billboard
somewhere.

DIRECT ADVERTISING
DRAFTS
Bus Stop
This idea was an idea that is quite unrealistic
as our budget is not capable of keeping this
advert for a long period of time, if at all.
However the reason I had the idea of using a
bus stop is that such a variety of target
audience get the bus every day, whether they
read, play games on their phone or just listen
to music; they will all see this advert and
perhaps look it up on their phones while they
wait, or eventually see what it is as they may
get that bus stop every day to work or
whatever they do. Many people who get the
bus are often students or working nearby as
they cannot afford or don’t need to drive,
students would be the best target audience as
our vocabulary used for descriptive text is
rather advanced.

DIRECT ADVERTISING
DRAFTS
Underground Poster
This is my London Underground Idea,
the idea is suited for the game I am trying
to advertise as a lot of people who travel
by this method sit waiting for trains and
often read during this time, when I have
been to london I often see people
reading books while sitting down and
waiting for the tube. It is a perfect
method for us, however the feedback I
recieved on the pricing to put this advert
up would be out of the question for the
budget I would have; the game itself is
also free-to-play so we would not make
the money back to make up for the
advertisement campaign cost, this would
render the campaign unsuccessful.

INDIRECT ADVERTISING
DRAFTS
Chat Shows
This idea is to have a feature on a
chat show where the people who
created the show are able to
advertise the game. This will
reach to an audience that are
already a fan of the show but also
if people know about the chat
show then people who are
interested in this new game
releasing they would watch it so
they can know more about a
game they are playing.

INDIRECT ADVERTISING
DRAFTS
F1
This advertisement is to have my
game on a F1 car but also the
clothing. This idea isn’t very
good because my twine game
hasn’t got anything to do with F1
and to think about it realistically
it would cost way to much and be
over my budge to try get this
across.
Even though the positives are
that people will notice the
advertisement as F1 is popular
but the target audience to F1
isn’t the same as the target
audience for my game.

PROMOTION DRAFTS
T-Shirts
This is an idea for merchandise for my game. Clothing is a very popular way of advertisement as you can
have many ideas on how to reach this to your target audience, for example when you buy the game on its
release date then you can get a free tshirt etc. I can do different designs on the tshirt to make this stand
out and get more people to buy it.

PROMOTION DRAFTS
Necklace
The reason I think it is effective
is a necklace is easily seen and
isn’t hidden by over layers,
people walking past will ask
what it means or what it is, the
word and mouth of the game
may spread this way. The idea
may not be successful in terms
of getting the audience to visit
our game but it promotes the
name as a whole which can be
used as a reference in an
overview of the campaign itself.

DIRECT ADVERTISEMENT
Facebook
For direct advertising our idea is to advertise our game on
Facebook. We created research on how to advertise on
here and you have to create a page, to get the page notices
you are able to cheat and actually pay Facebook to get
more likes your your page. The most you can pay for is
£13 per day which can get you up to 102 likes a day. This
will then come up on people’s newsfeed more often so it
will get recognized.

INDIRECT ADVERTISEMENT
Gnomes Lair is a blog about new releases on the latest indie game. From looking at this website this
seems to be more of my budget. The way I can approach them is to content then and email them. I
could pay them to let them have my game on there website but to also have a little advertisement on
the Latest Release part of the website.

PROMOTION
Another idea for marketing my game is to have merchandise that has something to do with the game. My game is about a boy who is
shrunk in a garden in his point of view the garden will be big but from the gamers point of view the garden is small. So I have come up
with an idea to have “Grow your own miniature garden” this is for the children who play the game.
My game is for young people because of the story line, I got this idea from when I remembered in primary school we used to have times
where we were able to “grow your own cress” there are loads of different ideas where you can do this as there are kits that you can buy.
This is a cress kit “pop up garden” from Home base, these are all child friendly and is an idea for
our game, because this is only a cress kit I can create something similar but to add other stuff that
you can grow that will make the garden even more exciting.
I researched what else “mini” that you can grow, I have come across a “grow your own christmas tree”
the christmas tree has snow like features on it so I would think of an idea of having this without the
features so they look like normal trees.

PROMOTION
I researched what else “mini” that you can grow, I
have come across a “grow your own christmas tree”
the christmas tree has snow like features on it so I
would think of an idea of having this without the
features so they look like normal trees.

MARKETING SCHEDULE
DAYS MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
Week 1 Start researching Direct,
Indirect & Promotion
Ideas.
Start with direct
marketing start making
Facebook
advertisements.
Start with indirect
marketing and research
the possible indie game
blogs, that is in my
budget.
Start with promotion
ideas with merchandise
within the game.
Start creating more
promotion, the “grow your
own miniature garden”
Week 2 Release day for the
Facebook page for
Shrinking Brew. Proﬁle
picture, cover photo and
ﬁrst status
Contact the indie game
blogger to ask if they can
post “NEW GAME” on
their blog.
For promotion get
feedback of the “grow
your own miniature
garden” idea.
Change idea’s if needed
from the feedback given.
Add more to the
facebook page, create a
new status and uploaded
pictures of “grow your
own miniature garden”
Week 3 Contact the indie game
bloggers around and see
if they’re interested in
having a free box of
“grow your own miniature
garden” so they can talk
about it on the blog.
Research idea’s of
competitions that people
can be apart of and they
can win the box but also
think about clothing
merchandise that can be
won as well.
Keep posting and keeping
the fans updating,
showing new
merchandise that can be
bought/won.
This is our marketing schedule where we worked out
when we would start creating these marketing
campaigns and when we should start releasing them.

YEARLY PLANNER
This is my yearly calender for my
marketing campaign for
Shrinking Brew. The reason why I
have released my game in May is
because
• Not many popular big budget
games are released in this
Month
• It is before summer so people
will be playing games before
summer where they will be at
home and exploring new
things.

LEGAL COSIDERATIONS
“The Advertising Standards Authority (ASA) is the self-regulatory organization (SRO) of the advertising industry in the United Kingdom.
The ASA is a non-statutory organization and so cannot interpret or enforce legislation. However, its code of advertising practice broadly
reflects legislation in many instances. The ASA is not funded by the British Government, but by a levy on the advertising industry.” - their
work includes protecting the general public against harmful, misleading or offensive advertisements being displayed; also receiving
complaints and acting on them pro-actively.

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