Knock Down, Fallout 3 Marketing Campaign

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					                                                                                                                        MONDAY, November 3, 2008 • $2.00




                                                                        Knock Down, Fallout 3
                                                                         Marketing Campaign
                                                                                                   By Toni McQuilken
                                                                                                   Even if you’re not a “gamer” and don’t really care about video
                                                                                                   games in general, it’s hard to ignore Bethesda Softwork’s Fallout
                                                                                                   3, which hit shelves last week. The company has done an amaz-
                                                                                                   ing job of mixing media, going for full saturation and awareness
                                                                                                   both before the launch, and after. And while you might think
                                                                                                   the campaign centered around electronic media, if you had
                                                                                                   waged a bet on that, you would be very poor right now.

                                                                                                   “[We wanted] to break through and present something
                                                                                                   that had the feeling of ‘this is something big, this isn’t just
                                                                                                   another game’,” said Pete Hines, vice president of PR and
                                                                                                   Marketing at Bethesda. “No one part of the campaign stood
                                                                                                   on its own, and the idea was that everything we did tied
                                                                                                   together, so that whether you’d kept up with everything we
                                                                                                   had been doing, or just found out about the game for the
                                                                                                   first time, it all made sense.”

                                                                                                   Getting the Word Out
                                                                                                   The campaign itself consists of multiple facets, from printed
                 Partnering for Profits                                                            materials such as posters and giveaways, to an online presence,
                                                                                                   to appearing at trade shows, and just about everything else you
 By Seth Mackenzie                                the firm’s offerings include sales and           can think of in between. Some of the highlights beyond print
 Concentrix fashions itself as “a sophisticated   marketing services, technical and customer       consisted of Brotherhood of Steel statues that stand eight-feet
 Business Process Outsourcing (BPO) firm,         support, back-office processing, and print       tall and were sent to select retail locations just before the launch.
 offering a suite of complementary services       and fulfillment.                                 The company also created several special editions of the game
 that help make our clients more profitable.”                                                      for fans to purchase, which included a variety of items such as a
 With North American facilities in Rochester,     Overall, says Dick Rapach, vice president        lunch box, or the arm-band computer the character in the game
 N.Y., and Greenville, S.C., in addition to       and general manager, “We are well posi-          sports. In addition, retail locations around the globe offered a
 locations in the Philippines, China, and         tioned to enhance our customer service and       wide range of pre-order items to entice fans to get into the spirit
 Central America, the company focuses on          support business offerings and continue          of the game.
 clients’ sales and marketing and customer        to build upon our expertise in supporting
 support efforts with an eye to reducing the      hardware, software, financial services, and      However, at the end of the day, with all of these other pieces
 time spent managing multiple vendors while       telecommunications companies.”                   and parts to the campaign, print still makes up a huge chunk of
 increasing ROI.                                                                                   the message.
                                                  How this plays out on a d
				
DOCUMENT INFO
Description: "[We wanted] to break through and present something that had the feeling of 'this is something big, this isn't just another game'," said Pete Hines, vice president of PR and Marketing at Bethesda. "No one part of the campaign stood on its own, and the idea was that everything we did tied together, so that whether you'd kept up with everything we had been doing, or just found out about the game for the first time, it all made sense."
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