Captain Cheddar: Marketing

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Friday, 4 July 2014

Marketing Objectives

Raise overall awareness of our game

Build a strong reputation of our company and Captain Cheddar brand

Garner as many users of our game as possible

Produce merchandise directly relatable to our game and target audience

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Target audience iphone home screen

Text

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App store top 20: descriptions

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The Temple Run icon not only simple and recognisable, but it also stands out due to the bold colours and striking image used, even though the main character is not the icon this image is still relatable to temple run due the temple/cave style statue theme. It’s made up of two main colours which are a yellow/ gold and black, however there are lots of different parts that are shaded and differently coloured to give it that 3D kind of effect and also emphasise the facial features of the Monster. It also include black and different shades of gold/yellow, there is also several white strips placed on the hands lip and nose, which make it seem as though a light is reflecting off of it. All this helps to give the overall image more depth. Through looking at the official Apple app icon grid we can see that the Temple Run icon is positioned with the top of the lip lining exactly central of the icon grid, the inner most circle contains a small part of the nose and the full portion of the nostrils, as well as the central part of the top lip. The outer most circle also contains parts of the facial features such as the eyes, arms and hands, this is because the icon is a close up of the monster/creatures face.

TEMPLE RUN APP ANALYSIS

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Our target audience is older children to pre-teens (7-15)

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I would personally give our app an age rating of 4+, since there are no scenes including things such as drugs, imitable behaviour, nudity, foul language, sex threat or violence. And even though our character Captain Cheddar is not clothed, however this is no concern since he has no human features

such as nipples, he is simply a piece of cheese.

APP Store Rating

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Abstract

Gameplay/Screenshot

Character Title as text

Language as image Symbolic

Scotts 6 different app icon ideas

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I tried out a background that has depth to it and also stands out, i used the colour scheme of orange

and yellow that match the colours of the main character, i also contained our main character

Captain which adds clarity and consistency.

Character/Action

Kaylee: If the game was well known it would be obvious because of the main character. I like how the colours blend in really well, as the background has two different tones orange/yellow. Makes captain cheddar stand out.

Kaylee: Looks clean and tidy. The character was made to a high standard as well as the background

Kaylee: The consistency was kept, it is relatable to your game since the main character appears clearly on it, the colours correspond well with

the colour scheme.

APP ICON PEER ANALYSES

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Gameplay/ screenshot

I simply used a screenshot from the in-game screen, this ultimately gives the audience

the best possible view of what to expect fromthe game.

Kaylee: Good: I like how you can see the whole of the game and whatsinvolved. Bad: Looks a little blurry.

Kaylee:Good: Looks clean and easy to know the genre is a fishing game. I like the use of child friendly colours, which stands outand make the game fun. bad: needs more fishes involved. looks empty?

Kaylee:good: Fits in really well with the game, with the fishing boat, fish, sand and sea. Bad: N/A

APP ICON PEER ANALYSES 2

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Finished App Logo In Colour

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App Cost

I will be making my app game free on the apple app store as opposed to charging customers for it.

I have come to this conclusion since our target audience of children to pre-teens may be slightly isolating since they most likely do not have their own form of income to use. Making our game free will attract a wider audience

without people snubbing it due to not wanting to pay for it. Also after doing i discovered most games with in the genre are also free, therefore us also

making it free helps us to compete with other apps that are similar to ours.

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Aim’s of Advertising Campaign

Text

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Schedule

We decided to release our app game on the May 1st on the Thursday. This was a deliberate decision since it is away from

the Christmas period which is notoriously hard in terms of

competition.

We release promotional posters on the 24th of April exactly a week before the

release of our app game.

Our merchandise is released on the 3rd of may 2 days after the release of our game, this is in attempt to generate

hype for the game release week.

Our Twitter will be launched just under a month before release on the 7th of

April, in order to build up our following and social media following up towards

release.

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Twitter Account

To interact with fans of the game, give opportunities to win prizes and expose my game to a larger audience i created an official twitter account for Captain Cheddar: The aim of the #CheddarChuesday is to give

away merchandise bundles to one of the people that retweet the tweet. This will encourage people to retweet our tweet and therefore expose our account to a larger audience. Furthermore, the idea of doing in one Tuesday every month means that people may check the Captain Cheddar account more regularly in order to have opportunities to win.

To maintain interaction with the accounts following, we will be doing a daily #CheddarChoiceQuestion in which we will ask a captain/fishing/pirate/cheese related question. There will be two options available, and to answer the audience will either Retweet or Favourite depending on what they think the answer is. This will not only keep our followers entertained, but it will also encourage to RT and FAV the tweets.

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CAPTAIN CHEDDAR VIDEO ADVERT

LINK: http://vimeo.com/97326947

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Merchandise Analysis

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PromotionStickers

This is my idea for two possible designs for our ‘Captain Cheddar’ game stickers, possible ideas could include cooperating with a kids magazine to try and get our stickers as a ‘free gift’ inside. This will not only help to get exposure for our game, but the magazine may also be more inclined to accept this deal since their profits may rise due to consumers wanting the free stickers.

TWITTER ACCOUNT

We will promote our twitter via our leaflets that we’re handing out in our

publicity stunt, we also encouraged the people that take pictures with our

characters in the costumes and post them to twitter with the hashtag

#CaptainCheddarSelfie this along with putting into place what we discovered

in our social media research will help to kick start our account.

Merchandise

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GRAPHIC DESIGNSThe Wallpapers Posters/ Billboards Hoodie, Stickers, Towel, App icon

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Web BannersI began the process by looking at other Banner designs to get ideas, and also clarify the main aspects needed to make a successful banner add and took away 3 main points:

- Make it relevant to the product

- Use bold text & colours

- Keep it simple and not overcrowded (only important text)

I proceeded to further investigate into the exact measurements the banners needed to be and researched into which ones get the most ‘clicks’.

I then created my own banners using the correct measurements. While creating the banners i experimented with different texts to use and different effects for each sized banner add. Furthermore, i also kept into consideration that i needed to keep a theme throughout which would give a clear hint as to what my game ‘Captain Cheddar’ would involve by using the theme of light ocean blue colours. Another important factor i took into consideration was in order to appeal to our younger target audience, to do so i decided to keep bold colours, and also keep the add as simple, relevant and appealable as possible.

I also gained feedback for my banners, originally my banner was simply just our character and the game title, after receiving peer feed back i added the ‘Available on the app store’ banner and, to make it less bland and also more appealable to our target audience i decided to insert different effects, and believe this really helped to improve my product.

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Designs

Wallpapers Hoodie, Sticker and towel merchandise

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Publicity stunt

Our idea for a publicity stunt is to gather a small group to dress up in human sized costumes of our characters, such as Captain Cheddar, and a Jelly Fish, this will attract attention if we target town centres around the area, our team will be handing out small paper leaflets of our poster and encouraging people (mainly children and pre-teens) to

take pictures with the characters and post them on twitter with the hashtag #CaptainCheddarSelfie and our twitter account will retweet them in return.

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Merchandise design ideas & feedback

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Budget

Billboard Cost: Typically a six sheet poster costs around the £200 per week with around a 2 month booking period, this may vary slightly for my particular location that i wish to target.

Customised Hoodies: The cost to produce our customised merchandise hoodies, with our logo and game title on will cost us around £10 each item, to increase our profit margins we will be selling our

hoodies for £16 each item.

Publicity Stunt & Leaflets: Our leaflets that we will give out during our publicity stunt will be created and printed ourself, therefore this will be done for little cost. However we also need to

produce the Character costumes for our team to wear during the publicity stunt, for this we will be wearing customised onesies in the style of our game, each onesie will cost approximately

£15 to produce each, with 3 onesies to make, totalling a cost of £45.

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Fit For Purpose

I would view my app icon, hoodie design, and web banners as being fit for purpose since i intentionally made sure that i kept our main target audience in mind when i created them, this was from different forms of research, for

example: for the app icon i analysed and took note of the main elements of similar apps to ours that may be seen as competition, i also used further research into app icons, and this ultimately helped me to create an app icon that

looks appealing and colourful, i centred our character directly in the centre of the icon, i also believe the effect i have used draws your eye into the icon and works effectively.

To insure my merchandise was fit for purpose i gained feedback from our target audience in order to help me create my different forms of merchandise in a way that

would be directly appealing to our target audience. After receiving the feedback i was told how my product fits the target audience well, the original hoodie design

did not have the blue bubbles beside our character and looked slightly bland, however the feedback i received helped me to change this and now i believe the

product is the best it can be, and contains enough colour and is attractive enough to appeal to our target audience, enough for them to want to purchase my product.

Before creating my web banners i thoroughly researched into what main aspects it needed, including correct measurements, and what goes into creating a successful banner add, for example bold colours, limited text, and insuring to make the banner directly relatable to the target audience.When creating my banners i experimented with different texts and themes, throughout i attempted

to keep the theme of ocean blue colours, and used a bold yellow title, that is directly relatable to Captain Cheddar our main character.

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Freelance

After research i discovered that freelance rates are approximately £20 an hour in this particular sector. However, as noted by Patricia Van Den Akker, it is an extremely competitive area to work in and that frequently the rate is decided by the employer, and that also this depends on several different aspects including (via TheDesignTrust):

• what experience you need for the job and how unique your skill set is• where the work is e.g. London pays higher hourly rates• how long the work is for: if the work is for a longer period then often the daily rate goes down• when the work is: for night or weekend work you get obviously paid more, or if there is an emergency or a speed job

to be done• the market rate• your ability to negotiate

Therefore, taking into count that i am just starting in this industry, and that i have some but not extensive experience in this particular area, i would be expecting a lower rate of pay of around 10 pound per hour, also taking into count the amount of

hours i have put into the work:- 3 hours into extensive app research & target audience research, including creating a schedule and other planning

activities.- 4 hours overall into web banners research and production, merchandise drafts and designs, and several other graphic

design activities.

Overall i would ultimately expect to be paid around £70 for this work.

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Change based on feedback 1

The first piece of feedback received was in regards to our social media campaign:

Due to the young target audience that our game targets, our Twitter campaign may not be effective

enough in terms of impacting them.

A way in which we could try and reach out to our main target directly is by perhaps looking into and using other forms of social networking that have

younger users, such as neopets, club penguin etc. After research i have discovered a list of several

different social media outlets that have a pre-teen audience:

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Change based on peer feedback 2

After asking a question in relation to wether our publicity stunt was efficient enough, i was suggested to show what it

in involved in a clearer manner.In response to this we created a mock picture of what our publicity stunt will

involve, including the team wearing the costumes and handing out the captain

Cheddar leaflets.I also then did further thorough research

into what makes a successful publicity stunt, by looking at websites such as

Entrepreneur.com

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Change based on peer feedback 3

When asking wether our research into our target audience was enough, we were advised to revise our targeting of the audience and also make it clearer who exactly

our target audience were.

To adjust this i edited in a title on one of our previous slides that clearly displays

our target audience:

Another change we could make is think about targeting the parents of the children that will be

buying our game, perhaps by getting our web banners on sites that parents would normally

use, and also by social media. This makes sense due to the fact that most pre-teens do not have a form of income themselves, their parents will be

the ones in control of their funds. Here is a graph showing the statistics that their is a larger market via social media for the older

parents:

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