Long-term campaigns: Star Trek videogame

We need to learn two key aspects about how marketing campaigns work:

1. Most campaigns actually stretch over months if not years.
2. Most campaigns use different marketing strategies pre- and post-release.

Most paid-for marketing will be concentrated before the release date to create a buzz and excitement about the game.

After a game is released, reviews and word-of-mouth is the most influential form of marketing.

If a game is terrible, it can be ‘Twitter bombed’ – with so many bad reviews people avoid it.

Star Trek: videogame marketing campaign

The Star Trek videogame is a great example of a long-term marketing campaign designed to create a huge buzz before release.

UK release: April 2013

Promotion campaign started: June 2011

June 2011

E3 announcement and teaser trailer

February 2012

Press release to maintain interest

April 2012

New teaser trailer released

June 2012 – E3

Website and Twitter feed launched

Updates on Facebook

Game enemy (Gorn) announced

Gameplay footage posted online

Game producer Brian Miller interviewed

August 2012

New trailer

December 2012

Trailer posted on Paramount website

Release date announced

February 2013

Retailers post circulars online

‘Making of’ video released

UK launch event at the Science Museum

March 2013

Official advert released

Pre-order promotional boxes arrive in stores

Game co-promoted TV and radio adverts

April 2013

Previewed in game magazines

Gadget Show live game available to play

Gameplay footage on YouTube

Interview with Brian Miller released

Star Trek: blog tasks

1) Pick out the five most significant aspects of the Star Trek campaign from the list above and explain why they were important in creating a buzz about the game.

2)Watch the following YouTube trailers and explain why they might appeal to an audience:

• Teaser trailer
• Xbox teaser trailer
• Full trailer
• Comedy trailer with William Shatner

3) How many views did these trailers receive in total?

4) Why did the Star Trek videogame publisher develop the marketing campaign over such a long time?

5) What other examples can you find online from the Star Trek marketing campaign? Print? Reviews? Broadcast? E-media? Do you feel the campaign as a whole was successful?