The Marketing Campaign

PRODUCT

Product

Our product is a mobile arcade game called CHAD. CHAD is a skating rhythm game set in the 80s. The title character ‘Chad’ is sliding down the street of the fictional ‘Trojan City’ where he has to jump to avoid various obstacles such as brick walls and oncoming traffic. Our product will be on sale in the form of an app. The product is targeted at casual gamers.

PRICEPrice: £0.69

We have chosen to price our game at £0.69 (or $0.99) as we are following the established price points for app store products. £0.69 is the lowest price possible for paid apps. We have chosen not to charge higher prices (apps can be priced at £0.69 or £1.99 upwards) not only lose money due to the inexpensive development of our game, but as to not isolate our target audience of 16-30s. We realized this demographic may not have money to throw around and will spend time considering any purchase. we believe this to be true because they are young, may not have a job or have little money. However we chose to charge for our product instead of making it free as we believe this audience appreciate aesthetics to the extent that they will pay for good looks.

We are competing with rival games in the sense that they all offer either low price or free products, we are mirroring the pricing of products in a similar area as ours in order to compete for their customer.

Original images moodboard for products

Marketing products 80s mood board

OUR IDEAL CONSUMERWhat their iPhone layout would look like

ACTIVE ON SOCIAL MEDIA

ENJOYS POPULAR GAMING APPS

ALSO ENJOYS PUZZLE

AND INDIE GAMES

PHOTO EDITING APP - WILL PAY

MONEY FOR GOOD LOOKS

INTERESTED IN FILM

AS WELL AS POPULAR GAMES ALSO LIKES NICE LOOKING, LESS

WELL KNOWN GAMES

Games and social media have a symbiotic relationship according to this recent article from Gigaom:

“More than 250 million people are playing Facebook games every month, and roughly 100 developers generated more than $1 million in revenue in 2012.”

“55 percent of the top 400 iOS apps are integrated with Facebook.” - 2014

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OUR IDEAL CONSUMER

Possible media/ arts student

Low/no income due to lack of/low paying job - university student, college studentYoung, aged 16-25

Interest in film, visual arts

Likes to do well, complete things

Enjoys competing with friends

PLACE

Place

Our product will be put on sale on the app store in the games category. Coverage of our product can be found on youtube in the form of a trailer and various recorded promotional stunts as well on twitter where there will be a promotional CHAD account. Links to CHADs app store page will be posted ion the twitter page.

PROMOTIONOur plan starts with social networking, first we start pushing and promoting our game to popular youtubers/twitter accounts/websites whom we believe the target audience would be interested in. We then convince them to promote our product to their subscriber, followers, visitors in some way. For example Vsauce does a segment on their web show in which they showcase interesting games sent into them. We will also push our trailer, getting these contacts to view/share/tweet about it (see contacts slide).We tweet these contacts or get them to mention CHAD’s twitter page. All this would be designed to bring people to our twitter page. From the twitter page we will acquire followers (our target audience) thus providing them with a stream of info and developments on CHAD. This will lead to people who are interested in the game seeing our promotions such as the t shirt give-aways at our skating event stunt, or our NBA stunt all of which will be filmed and posted to twitter/youtube. People may then share these videos with friends, leading to other people being made aware of our product. Once enough followers have been acquired we will hosts competitions for chances to win a free CHAD t shirt if they retweet CHAD on twitter.

LINKS

Contacts/Gateways

Twitter accounts, youtubers, websites

Banners, Trailer

Web banner advertising + youtube trailer

TwitterCHADs twitter

account

Promotional Material

T Shirt give-aways at stunts (participants wearing CHAD t shirts), poster.

DIRECT

INDIRECT

PROMOTION

laughingsquid.comSite dedicated to unique art, site regulars may have appreciation for CHADs art style. Post CHAD

artwork to site.

retrogamer.netA site dedicated to remembering old school games, we could see if

they were interested in displaying our game on their site due to its

nostalgic throwback to retro games

Retrogamer@imagine-

Vsauceyoutube/vsauce - 2.7 mill

subscribersEmail to try and get our game

on the show (they do showcases of interesting

games). Tweet to them, get the them to retweet CHADS

tweets/trailer linkKevin@Vsauce.com

Majami Hiroz: Welcome To The 80s

youtube.com/user/MajamiHirozYoutube channel of 80s 8 bit style

animations similar to our art style - 30,000

subscribers.Leave trailer as video response/ask him to direct his subscribers

to the trailer. *Advertising our product on youtube is effective because you can choose target

audience by name/age/interests/location.

PressedArt

Connector

Chad Twitter Account

Followers

This theory is translated from Malcolm Gladwell’s book, ‘The Tipping Point’ and derives from the idea of ‘The Law of the Few’.

"The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts."

MARKETING OBJECTIVES

To get at least 80 downloads/plays within the first three weeks. To build our first, target, niche audience and see if it expands in response to a variation with other

marketing techniques such as trailers etc.

Primary

To get at least 200 followers on Chad's twitter account within the three weeks, to increase awareness of the game and to expand of Chad's character and persona.

Secondary

SWOT ANALYSISStrengths

One strengths of our campaign is that we are utilising the media platforms used by our target audience. This is in the form of a twitter page, youtube viral videos and promotion on some of our audiences favourite sites, pages, accounts and channels

Another strength is the small size of our game developers and campaign managers. The developers are also the ones working on the campaign which ensures the same level of passion and enthusiasm for our product is not lost. The plus of a small group is that a focused level of care and quality will be applied to promotion.

Weaknesses

One weakness is that are group and product is unknown, we do not have a foothold already in this market. This means that measures of promotion taken must be effective in order to compete against rival games and most importantly acquire notoriety.

This is also our first endeavour into marketing and product promotion which results in a lack of expertise in the area.

Opportunities

Opportunity to utilise developing market such as the internet and social media.

Acquire experience in product promotion and campaigning.

Opportunity to move into vacated spaces of ineffective rival products.

Opportunity to expand networks in this market, achieve notoriety.

Threats

Rivalling competitors with more resources and experiences in product promotion, possibility of rivals sabotaging, dominating platforms we will use.

Ineffective campaign due to inexperience, resulting in our product being overlooked.

Over saturation of other similar campaigns on internet etc cause product o be be ignored/overlooked.

COMPETITION

TARGET AUDIENCE SEGMENTATION

KillersAchieversExplorersSocializers

10%10%

60%

20%

Killers - Focus on winning, rank, and direct peer-to-peer competition. They are engaged by leader boards and ranks.$

I don’t think CHAD’s audience would be too fussed about getting high up in the leader boards/ranks as it is a pretty casual game.

Achievers - Focus on attaining status and achieving preset goals quickly and/or completely. They are engaged by achievements, either determined by the game or themselves.

I chose this as the most prominent part of the pie chart because I believe the main motive to play CHAD is to get the furthest and highest score in the level, so I think the audience would be setting their own achievements based on this.

Explorers - Focus on exploring and a drive to discover the unknown. These players may end up knowing how the game works and behaves better than the game creators themselves.As an endless runner, there is little to explore as CHAD has randomized and limited obstacles.

Socializers - Focus on socializing and a drive to develop a network of friends and contacts. They help to spread knowledge and a human feel, and are often involved in the community aspect of the game.

CHAD never aimed to have social compatibility but as a casual game I think it could work with social aspects.

This is where CHAD lies in the gaming spectrum

Vest Final Design

Skyline and number layout matches style

T Shirt Final Design

Trailer

Banners

POSTER for “Krystal Slipper” - Chad’s favourite band.

BUDGETTrailer - 

1 Camera – £3002 Clothing – Shorts: £25. Headband: £12, Sweatbands: £3 each x2. Sunglasses: £153 Fish eye lens – £40

Cambridge Publicity stunt -

1 Skaters – £5 each (x12) – £60Basketball stunt - 

1 Tickets for NBA game x4 – $291.84 (£171.92)Selling Merchandise – £25 a month/£300 a year on Amazon

Web banners on Laughingsquid.com – $2 per 1000 impressions 

http://www.smartinsights.com/wp-content/uploads/2011/01/Google-Doubleclick-display-ad-statistics.png

According to this data, it is estimated that small ads generate 0.07% clickthroughs nationally. To get 100 people to click our ad, we’ll have to pay £600 for the appropriate amount of impressions.

£600

Total Budget = £1,529.92

How we will gain and analyse feedback from our campaign

TWITTER ACCOUNT

PROMOTION/PUBLICITY

STUNTS

TRAILER

TO GAIN FEEDBACK FROM THE CHAD TWITTER PAGE WE WOULD COLLECT AND ANALYSE THE PUBLICS TWEETS THAT USE HASH TAGS SUCH AS #CHAD #CHADTHEGAME. WE WOULD LOOK AT WHAT PEOPLE ARE SAYING ABOUT THE GAME, OR IF THEY ARE AWARE OF WHAT CHAD IS ETC. FROM THIS WE CAN PLAN FURTHER STEPS TO PROMOTE OUR GAME E.G. IF WE FIND THAT PEOPLE ARE TALKING ABOUT IT BUT DON’T ACTUALLY KNOW THE PRODUCT WE COULD POSTS LINKS TO THE TRAILER.WE WILL ALSO APPLY FOR A TWITTER ANALYTICS CARD TO LOOK AT OUR TRAFFIC ETC.

PART OF OUR PROMOTION IS HANDING OUT FREE CHAD T SHIRTS AT EVENTS THAT REFLECT OUR TARGET AUDIENCE SUCH AS SKATE COMPETITIONS. ALONG WITH THE T SHIRT WE WILL HAND OUT INFO ON WHERE TO BUY THE GAME AND THE USERNAME TO OUR TWITTER ACCOUNT. WE WILL TELL PEOPLE TO TWEET TO @CHADTHEGAME THIS WILL SHOW US WHAT PEOPLE ACTUALLY LOOKED INTO OUR GAME AND HAVE EVIDENCE OF THEIR INTERESTS AND THEIR THOUGHTS ON THE GAME.

WE CAN GAIN FEEDBACK FROM THE TRAILER VIA THE YOUTUBE COMMENTS AND THERE WILL ALSO BE A LINK TO THE TWITTER PAGE AT THE END OF THE VIDEO. DUE TO THE CONTROVERSIAL AND COMIC NATURE WE CAN LOOK INTO THE RESPONSE OF THE TRAILER VIA GOOGLE SEARCH OF KEY TERMS AND LOOK AT WEBSITES AND ARTICLES THAT MAY HAVE POSTED AND WRITTEN ABOUT THE VIDEO. AGAIN WE CAN ALSO LOOK AT YOUTUBE ANALYTICS TO SEE WHO IS WATCHING.

FEEDBACK AND CHANGESBased on our Client’s response

Feedback from QuestionaireWe created a Questionaire for our clients to fill out to provide more effective feedback.

1. Do you feel that we’ve included too much text in our plan to convey our points? If so, what methods could we use to explain them in a more brief manner?

“Too much text, use diagrams + flowcharts to present information visually.”

2. Do all our forms of advertising link well? Why?

“In theory but no examples of stickers or of CHAD hashtag.”

3. Have we taken full advantage of what the idea of “CHAD” has to offer? Is there any way in which we could develop our ideas further?

“Emphasis on 80s iconography, should be demonstrated earlier”

OBJECTIVES AND AIMS BASED ON CLIENT FEEDBACK

To visually illustrate the theory of our marketing campaign, using the Malcolm Gladwell comparison that we’ve established.

To “show, not tell”. To convey the details that we explained in the presentation.

To properly establish and show a detailed idenity of our Target Audience.

To show our said 80’s icongraphy, earlier.

Something that we had worked very hard on was piecing together and evaluating the best possible way to phrase the aims and ideas surrounding the structure of our campaign, which is based around the higher mediums that we aim to run our products by, contacts.

Our clients influenced us to compare our campaign to the theory of “The Last of the Few” from Malcom Gladwell’s “The Tipping Point”. In this book, Gladwell explains how “The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.” In our case,  Chad and its features are an “epidemic” and these people with the particular sets of gifts are what Gladwell refers to “connectors” and what we refer to as contacts (the individuals with large amounts of followers who we want to spread the word of Chad). 

They suggested that we used a form of visual diagram to convey this theory within the presentation. We spoke about how we had a very metaphysical idea and that we could present a metaphorical Photoshop illustration but we soon understood that this we be too difficult to execute due to drawing ability so I decided that a flow chart would be a more effective form of visual explanation. However, I wanted to add a bit of coordination to the chart and decided to adopt my own visual representation of our structure, in flow chart form. Here is the diagram we later implemented to convey the details of our theory------------------------------------------------------->

PressedArt

Connector

Chad Twitter

Followers

This theory is translated from Malcolm Gladwell’s book, ‘The Tipping Point’ and derives from the idea of ‘The Law of the

"The success of any kind of social epidemic is heavily

During our presentation, we spoke of our influences for the Chad basketball vests, the Denver Nuggets’ NBA kit. However, we literally had nothing to show what the Nuggets’ kit even looked like. Our clients picked up on this. We included some pictures of the kit from various eras and added in arrows to demonstrate the influences

We used an image of Mo’s friend, who we knew was a fan of the the game and its style. From this we displayed information which talks about this type of  person in general

To demonstrate a better persona and image of our Target Audience......

Possible media/ arts student

Low/no income due to lack of/low paying job - university student, college studentYoung, aged 16-25

Interest in film, visual arts

Likes to do well, complete things

Enjoys competing with friends

We looked through a few articles until Mo found on that included a quote from the site Gigaom that included some stat, commenting on the symbiotic relationship between social media and games

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And to link them with our segmentation..

We’ve also featured the 80’s moodboards that influenced our designs, products and stunts respectively.

We’ve done this to project the 80’s theme and icongraphy that we wished to feature from its roots and the different techniques we used to demonstrate this.

These moodboards feature a mix of overlapping of liquidy bright colour effects, old comicbook material and 80’s logos.