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An application of product packaging concepts on the marketing campaign of Call of Duty: Black Ops II. Focus: Female Gamers
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Packaging a New Audience
Sabrina Mergenthaler
Colorado Technical University
Current Packaging
ConsistencyBox cover across all platforms; use of shadows & weapons to communicate content
Lifestyle Any-man’s Soldier; quality story-line and graphic content; expectations
DeliveryMaintained promises; reach; location
Package Limitations
Communicated Not Communicated
• Violence/Death/Blood• Mature Content• Not for Everybody• Real-life-based• Military relation• Weapons
• Value in brand• Quality graphics
• Story-based• Multiplayer capabilities
• Zombies• Setting• Plot
• Any indication of this being a game that females can enjoy
Messages of Packaging
What Women Want• Strength In Female Characters
• More Clothes On • More Brain Matter Than Breasts
Things to Remember• Packaging makes a first impression• First impressions are lasting
• Our lasting message: Bring out the soldier in you
• Grab Attention• Deliver message• Drive a relationship• Propel purchase
• Educate/inform• Uphold consistency of brand values and visions
Packaging Concepts
New Packaging Options
•Exclusive Female Player Mode
• In-game notoriety and perks
• Free Nuketown 2025 Upgrade map
Focus of the Package• Honoring Female Soldiers
• Maintaining Expectations
• Consistency Throughout Platforms
• Consistency in Themes and colors-Symbolism of colors, Text, and Graphics
• Layout Relative To Respective Console Packaging Requirements
• Increased Reputation For Activision And Treyarch
Components of the Cover
• Limited Edition Sticker-Stands out while maintaining the integrity of the game packaging-Informs of newness
• Black Benefits Sticker- Educates consumer on benefits of
purchase
• Partnership Sticker-Indicates the proceed beneficiary- Justifies higher cost
• Traditional Cover Identifiers -Visibility-Familiarity
New Packaging Options Continued
•Exclusive Female Player Mode
• In-game notoriety and perks
• Free Nuketown 2025 Upgrade map
Sample• Mimics Original Call of Duty: Black
Ops II
What’s Inside the Cover?• Partners material
-What is the White House Project?-FAQ regarding WHP
• Call of Duty Girl merchandise mini catalogue and internet address
• Upsales
New Packaging Options Continued
•Exclusive Female Player Mode
• In-game notoriety and perks
• Free Nuketown 2025 Upgrade map
New Packaging Analysis
• Answers the question: What’s so Special?• Reflects the strong woman in more clothes that female gamers want
• Justification of increase cost through explanation of benefits• Exposes partnership that directly benefits young women
• Provides and exclusive mode as well as identifies the player among players as significant
• Connects consumer through image and lifestyle
•What is the Point of Purchase Display?
•How is the display used to capture our audience?
•Connected media
•Placement
New Package, New Display
Activision’s Mission
Embrace Female Gamers
Marketing Goals
Integrated Media
Q & A Session
Concluding package integration
References
Activision. (n.d.). Activision. Retrieved from http://www.Activision.com
Alsem, K., & Wittink, D. (2013). Strategic Marketing: An Applied Approach. Pearson Custom Publishing.
Armstrong, G., & Kotler, P. (2006). Principles of Marketing ( (11th edition) ed.). Upper Saddle River, NJ: Prentice Hall.
Chambers, B. (2012). What Women Want (In Female Video Game Protagonist). The MarySue.com. Retrieved from http://www.themarysue.com/what-women-want-in- female-video-game-protagonists/
Color Symbolism and Emotional Effects of Color. (n.d.). M.U.S.E., Colorado Technical University. Retrieved from http://coursebuildercontent.careeredonline.com/Assets/30000/25544.pdf
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Fletcher, K. (2010). Women in games today. Wired Gamer. Retrieved from http://www.wired.co.uk/news/archive/2010-03/22/confessions-of-a-call-of-duty-girl
Frum, L. (2012). The future world of 'Call of Duty: Black Ops II.'. CNNTech.com. Retrieved from http://www.cnn.com/2012/11/13/tech/gaming-gadgets/call-of-duty-future-tech/index.html
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References
Kunin, M. (2012). Why Girls Should Create Video Games. Huffington Post. Retrieved from http://www.huffingtonpost.com/madeleine-m-kunin/why-girls-should-create-v_b_1501601.html
Marketing Inspiration in Product and Package Design. (n.d.). M.U.S.E, Colorado Technical University. Retrieved from https://campus.ctuonline.edu/courses/MKTG430/p1/hub2/15288.pdf
Piermatteo, L. (2012). Live Chat 2. Integrated Marketing Strategy Capstone. Colorado Technical University.
Sirgy, M. & Rahtz, D. (2007). Strategic Marketing Communications: A Systems Approach to IMC. Mason, OH: Thompson.
Text. (n.d.). M.U.S.E, ColoradoTechnical University. Retrieved from http://coursebuildercontent.careeredonline.com/Assets/40000/39904.pdf
Using Design Elements to Communicate. (n.d.). M.U.S.E, Colorado Technical University. Retrieved from http://coursebuildercontent.careeredonline.com/Assets/30000/25928.pdf
Vollmer, C. (2008). Always on : Advertising, Marketing and Media in an Era of Consumer Control. New York, New York: McGraw-Hill.