Exam brief: initial planning

Now we've seen the brief, we need to start planning our marketing campaigns for EITHER Dancefloor OR The Detectives. We don't know what the questions will be but they MIGHT be something like this:

1) There are many different ways to market videogames. We think the best campaigns:

• Use more than one media platform (print, broadcast or web)
• Make an emotional connection with their audience
• Offer alternative marketing strategies before and after the game is released

From your work on videogame marketing and promotion, explain how each of these ingredients can contribute to the success of a campaign. Give examples from at least two campaigns. 
(15 marks)

2) Tell us about the marketing campaign you have created for the game you have chosen. Make sure you include the following:

• Slogan or tagline for the campaign
• The unique selling point (USP) you will use in the campaign
• How your campaign will be different before and after the game release date
• How you will target families

(15 marks)

3) How will your campaign use social networking sites and e-media to support the television advertisement? 

(15 marks)

4) We need to know what the marketing materials for your campaign would look like. Create a 30 second television advert to promote the game you have chosen, using the ten frame storyboard sheet enclosed.

(15 marks)

You need to work on these tasks initially to start your planning:

1. Re-read the brief picking out the key words
2. Choose which game you will create a campaign for: Dancefloor or The Detectives
3. Start brainstorming creative ideas for your campaign across the different platforms
4. What USP or creative event/stunt could you use to get publicity for the launch?