The document discusses marketing strategies for promoting a Twine game. It considers using ambiguous posters to generate interest in the game without revealing details. Posters could show a town being overrun or feature a missing person. While intriguing, a missing person poster could cause panic, so care needs to be taken. Social media, blogs and word of mouth are suggested for raising awareness of the game online and offline. Any marketing needs to avoid real ethical or legal issues.
3. What is marketing?
• mar-ket-ing; the act of buying or selling in a
market.
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4. What is marketing?
• mar-ket-ing; the act of buying or selling in a
market.
• the total of activities involved in the transfer of
goods from the producer to consumer or seller,
including advertising, shipping, storage and
selling.
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5. What is marketing?
• mar-ket-ing; the act of buying or selling in a
market.
Definitions taken from
http://dictionary.reference.com/
browse/marketing
• the total of activities involved in the transfer of
goods from the producer to consumer or seller,
including advertising, shipping, storage and
selling.
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7. How is marketing
controlled?
Marketing departments need to
consider some issues before
starting work; failing to do so
could raise some issues in the
future (Ethical or disturbing
imagery for instance)
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8. How is marketing
controlled?
Marketing departments need to
consider some issues before
starting work; failing to do so
could raise some issues in the
future (Ethical or disturbing
imagery for instance)
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11. How is marketing
controlled?
Aside from the shock factor,
marketing must also advertise the
product without false claims (The
iPod is a good example of this)
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13. Who controls it?
Thats... More vague; there is not one
company or group that monitors or
enforces marketers.There are
groups and their subdivisions, such
as ASA, PEGI and the ISFE that both
monitor and rate content for both
seller and consumer.
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15. ASA - Advertising
Standards agency
I’m guessing you’re still
wondering what these
organisations are. Here’s
a brief overview;
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16. ASA - Advertising
Standards agency
I’m guessing you’re still
wondering what these
organisations are. Here’s
a brief overview; The ASA is similar to PEGI and
ISFE; they all decide on whether
content is safe to be released
(Though while PEGI and ISFE
cover software and games, ASA
monitors advertisement)
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17. PEGI - Pan European Game
Information
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18. PEGI - Pan European Game
Information
We’ve all seen those little symbols on the
cartridges and cases of video games over
the years;
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19. PEGI - Pan European Game
Information
We’ve all seen those little symbols on the
cartridges and cases of video games over
the years;
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20. PEGI - Pan European Game
Information
We’ve all seen those little symbols on the
cartridges and cases of video games over
the years; their purpose is to inform a
consumer on whether or not the content
is appropriate for them.
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21. ISFE - Interactive Software
Federation of Europe
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22. ISFE - Interactive Software
Federation of Europe
While the ISFE shares some
similarities with PEGI, it
differentiates itself by covering
software instead of video games.
In addition, ISFE also has a hand in
the prevention of software piracy.
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40. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
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41. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
Fans of the interactive
adventure genre
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42. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
Storywriters
Fans of the interactive
adventure genre
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43. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
Storywriters
Casual gamers
Fans of the interactive
adventure genre
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44. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
Storywriters
Casual gamers
Fans of the interactive
adventure genre
Hipsters
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45. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
Storywriters
Casual gamers
Fans of the interactive
adventure genre
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46. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
Hipsters
Storywriters
Casual gamers
Fans of the interactive
adventure genre
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47. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
Storywriters
Casual gamers
Fans of the interactive
adventure genre
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48. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
Casual gamers
Fans of the interactive
adventure genre
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49. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
Fans of the interactive
adventure genre
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50. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
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51. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
Trekkies
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52. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
Bronies
Trekkies
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53. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
Bronies
Trekkies
Rockstar
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54. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
Bronies
Rovio
Trekkies
Rockstar
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55. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
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56. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
Outsider community
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57. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
Outsider community
Challenging the fundamentals
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58. Target audience research
Twine does not exactly fit in with
the social norm, both in content, and
in notable users.
Outsider community
Speaking against
mainstream gaming/media
Challenging the fundamentals
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60. My game
Okay... So we’ve been over
marketing and those who monitor
it, right? Right. Now... How does
this affect my marketing plan? What
is my game?
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73. Potential ideas
Advert campaign - An advert campaign
would, at best, be eye-catching for both
audiences. Feasibility would need to be
considered.
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74. Potential ideas
Advert campaign - An advert campaign
would, at best, be eye-catching for both
audiences. Feasibility would need to be
considered. Poster campaign - A simple, cheap,
and generally lossless strategy that
has had varying effects in the past.
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75. Potential ideas
Advert campaign - An advert campaign
would, at best, be eye-catching for both
audiences. Feasibility would need to be
considered. Poster campaign - A simple, cheap,
and generally lossless strategy that
has had varying effects in the past.
Social networks - A popular use of social
networks such as Twitter and Facebook often
help getting people talking about a product/
game.
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76. Potential ideas
Advert campaign - An advert campaign
would, at best, be eye-catching for both
audiences. Feasibility would need to be
considered. Poster campaign - A simple, cheap,
and generally lossless strategy that
has had varying effects in the past.
Social networks - A popular use of social
networks such as Twitter and Facebook often
help getting people talking about a product/
game.
Blogs - Similar to social networks,
except with more control; for a Twine
game, I would be more successful if I
tried game/Twine blogs.
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86. Posters
I decided to try and make posters that
would keep the viewer guessing, and with
my setting being urban, it would fit in with
the canon.
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89. Posters
Something simple; a town
being overrun. Instead of
addressing what occupying
the town, I leave the answer
ambiguous.
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90. Posters
Something simple; a town
being overrun. Instead of
addressing what occupying
the town, I leave the answer
ambiguous.
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95. Why?
The goal of the poster
campaign is to help raise
awareness of the games
existence. Instead of saying
what the game is about
however, I would leave it
ambiguous.
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96. Why?
The goal of the poster
campaign is to help raise
awareness of the games
existence. Instead of saying
what the game is about
however, I would leave it
ambiguous.
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117. Moral/Ethical issues
Lets address the
elephant in the room;
using a missing person
poster might, just might,
cause some panic.
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118. Moral/Ethical issues
Lets address the
elephant in the room;
using a missing person
poster might, just might,
cause some panic.
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120. Moral/Ethical issues
The advertising team for
GTA 4 were able to pull this
off by making it obvious that
the characters were fictional.
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164. Why?
A short animated trailer would
appeal to the indirect target
audience; direct would be
covered by more interaction
with the Twine community.
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165. Why?
A short animated trailer would
appeal to the indirect target
audience; direct would be
covered by more interaction
with the Twine community.
Not to mention that animation
is more eye catching then
some text floating across the
screen.
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172. Legal/Ethical issues
Something that I should
make clear, in any of my
advertisement, is that
this is a Twine game, and
not the next graphics
filled first person
zombie shooter.
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173. Legal/Ethical issues
Something that I should
make clear, in any of my
advertisement, is that
this is a Twine game, and
not the next graphics
filled first person
zombie shooter.
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175. Legal/Ethical issues
And...While my first
trailer plan does not have
and planned violence, my
second trailer has the
unseen protagonist
running at a walker with
an axe.
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199. Events
There are several game based
events left throughout the rest
of the year.
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200. Events
There are several game based
events left throughout the rest
of the year.
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201. Events
There are several game based
events left throughout the rest
of the year.
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202. Events
There are several game based
events left throughout the rest
of the year.
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203. Events
There are several game based
events left throughout the rest
of the year.
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204. Events
There are several game based
events left throughout the rest
of the year.
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205. Schedule
The schedule for which I shall release
my advertisements and game.
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206. Schedule
The schedule for which I shall release
my advertisements and game.
July/August
Begin releasing promotional material
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207. Schedule
The schedule for which I shall release
my advertisements and game.
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208. Schedule
The schedule for which I shall release
my advertisements and game.
September
Release animated shorts on sites
such asYoutube/Facebook.
Announce the games release date
at Eurogamer Expo.
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209. Schedule
The schedule for which I shall release
my advertisements and game.
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210. Schedule
The schedule for which I shall release
my advertisements and game.
Early October
Begin posting content on blogs, allow
people to play test game
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211. Schedule
The schedule for which I shall release
my advertisements and game.
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212. Schedule
The schedule for which I shall release
my advertisements and game.
October 31st
Release final build of game
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213. Schedule
The schedule for which I shall release
my advertisements and game.
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214. Schedule
The schedule for which I shall release
my advertisements and game.
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215. Schedule
The schedule for which I shall release
my advertisements and game.
July/August
Begin releasing promotional material
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216. Schedule
The schedule for which I shall release
my advertisements and game.
July/August
Begin releasing promotional material
September
Release animated shorts on sites
such asYoutube/Facebook
Announce at event
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217. Schedule
The schedule for which I shall release
my advertisements and game.
July/August
Begin releasing promotional material
September
Release animated shorts on sites
such asYoutube/Facebook
Announce at event
Early October
Begin posting content on blogs, allow
people to play test game
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218. Schedule
The schedule for which I shall release
my advertisements and game.
July/August
Begin releasing promotional material
September
Release animated shorts on sites
such asYoutube/Facebook
Announce at event
Early October
Begin posting content on blogs, allow
people to play test game
October 31st
Release final build of game
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219. What is my goal for all
of this?
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220. What is my goal for all
of this?
My goal? Well... I’d say it’s to get as many
people to play the game as possible.
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221. What is my goal for all
of this?
My goal? Well... I’d say it’s to get as many
people to play the game as possible.
I would also like to know what people
liked about it, how to improve, and maybe
even expand on the universe.
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231. Gaining feedback/Future projects
And, if I wanted to go one
step further, I could always
offer people content for submitting
reviews or hosting the game.
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233. Official research bodies
As mentioned before,
bodies such as ISFE and
PEGI have a hand in market
research.
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234. Official research bodies
As mentioned before,
bodies such as ISFE and
PEGI have a hand in market
research.
I could use these bodies to my
advantage in gaining feedback
for my game...
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235. Official research bodies
As mentioned before,
bodies such as ISFE and
PEGI have a hand in market
research.
I could use these bodies to my
advantage in gaining feedback
for my game...
BUT.
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236. Official research bodies
As mentioned before,
bodies such as ISFE and
PEGI have a hand in market
research. BUT.
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238. Official research bodies
The likeliness of
that happening is slim to none; marketing
bodies work more so with mainstream
companies instead of Indie developers.
BUT.
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