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Marketing Objectives:
To raise awareness of and drive sales for the Atari “Act of War” RTS game.
Process:
Through informational interviews with video game retail purchasing agents found out that they base their decisions upon the backend data made available by GameSpot called Game Trackers. Designed a plan that would focus on driving traffic to the Act of War page on GameSpot via a DTC and DTI integrated campaign, which would also acquire positive game reviews by enthusiast game communities. Refined and acquired key influencers within the top 5 psycho-demographic target segments (sub-cultures) interested in the Act of War (RPG players, military enthusiasts, new media pioneers and reviewers, board game enthusiasts and Command and Conquer players).
Results:
Drove so much traffic to the Gamespot.com pages that the Act of War pages became the 3rd most visited game page on the entire site, setting a new benchmark since RTS games never break the 9th position. Obtained a 9.0 “Superb” Overall Community Rating and a 8.5 Rating by Gamespot itself. Guerilla also successfully acquired 105 blog placements, 75 website placements and increased awareness exponentially to millions of Gamers.
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