.. CASE 10 [PROJECT GOTHAM - XBOX] .. Marketing Objectives: To increase sales and raise awareness for the Project Gotham Game for X Box made by Bizarre Creations within the Tri-state East Coast Area. Process: Because X-Box was NOT going to have any enclosed games providing a guerilla theater game suggestion and demonstration at Best Buy locations in the Tri-state Area. Mapped out Best Buy locations. Cast and Trained Actors with a Written Script. On the premiere / release date of the X Box console, actors pretended to be X box Consumers who spoke to other X Box consumers who were waiting outside for the stores to open. Once the store opened they spoke with consumers in-line and within the stores, and went to the kiosk area and asked the clerks if they had Project Gotham and proceeded to play / demonstrate the game on the large screen TVs. Contextual Messages included: "A close friend or relative just bought X Box, and found out that the game was awesome. Results: guerillaPR's Sniper Marketing Division sold out the games at all of the Best Buy stores where we executed guerilla street theater in the Tri-state area.

Next »