Archive for video game marketing

Barack Obama – He’s in the Game

Posted in Integrated Marketing Thoughts with tags , , , , , on October 15, 2008 by matts76

While watching the news this evening, I became aware of another creative way that the 2008 race for the White House is utilizing the best of new media marketing tactics to reach the voting public. This time, it’s Barack Obama–he’s in the game (literally).

In-game advertising, as well as building complete video games around a product or brand, like Discovery Channel’s Deadliest Catch, is just the latest in a wave of new, innovative ways that marketers are reaching younger consumers. And, from now through November 3rd, the Obama camp is placing in-game ads in popular X-BOX Live games, from “Guitar Hero” to “Madden ’09” football. I think this is a great way to reach out and remind additional voters of the upcoming election, even if they choose to play video games rather than keep up with politics or the news.

The article notes that the in-game placements are meant to gain more buzz and traffic to the website, which utilizes even more new media tactics as part of an overall presidential marketing plan.

Now, if they could only get Obama and McCain to duke it out via a little competitive Wii boxing instead of through another stuffy debate that covers the same old ground and doesn’t really address many issues in detail. That would draw a crowd.

Talk about viral marketing buzz! Name a primetime date and time, and consumers across American would be setting their TiVos, streaming video live, capturing footage for YouTube, and tuning into TV to catch a glimpse of the candidates sparring on the Wii. It would be great.


New Rules of Marketing: It’s Got No Strings (Wires, that is) to Hold It Down

Posted in Integrated Marketing Thoughts with tags , , , on September 1, 2008 by matts76

As mentioned in my last post, my New Media course’s online discussions have focused on marketing channels that we feel will become obsolete in the future.  The Labor Day weekend allotted me some quality time to get reacquainted with my Playstation 3 video game system which I’ve had little time to play in recent past with career obligations and coursework.  As I booted up the system, I was thinking about how marketing continues to evolve beyond traditional channels and continues to blur delivery platforms.  The Playstation 3 has itself become a platform for deliverying marketing messages to targeted audiences with no strings (that is, wires) to hold it down.

Like the iPhone, the wireless Bluetooth capabilities offered by the PS3 help to make the system an all-encompassing interactive experience that’s ripe for the inclusion of marketing messages. Further, platforms such as this will help to make more traditional media and marketing platforms obsolete, which ties in with discussion post debates from class.  I predict that more single sources for all interactive communications will continue to emerge as wireless capabilities make options endless and untethered. 

From the iPhone to PS3, consumers no longer need to maintain separate address books of contacts, land line telephones, wired video game and DVD systems for entertainment, separate computers for browsing the web, social media and chat tools, etc., etc.  Everything is delivered in one place with a single hub point for access, complete with links to the Playstation store, for example, which succinctly incorporates an e-commerce engine into the gaming platform.  Each channel that stems from the hub offers marketers unique ways to interact with and reach out to customers.  It goes beyond simple reach and frequency to authentic user interactions that capture attention and entertain.

Even within specific games, users can jump online wirelessly and purchase avatar upgrades and other enhancements to their entertainment experience.  All this translates into multiple ways in which marketers can deliver messages seamlessly and unobtrusively if done right. 

Looking back 20 years, when Mario reigned king and, as a child, I couldn’t conceive of graphics, processing power, etc. getting any more “awesome and realistic” than the 8-bit Nintendo, it’s amazing to see how technology has again changed the game.  Technology has moved beyond simple in-game marketing promotion and corresponding offline methods, like a print ad in Nintendo Power magazine, for example, to two-way, integrated marketing communications that solicit feedback from consumers.  With wireless, such feedback is often real time.  How far we’ve come from the wired past which offered one-way marketing message delivery.