Look at the following advertising agency websites: W+K Amsterdam
What do the letters stand for? (Clue: look at the very bottom of the website) Wieden + Kennedy Amsterdam
What brands have W+K Amsterdam advertised? Sony, EA (Fifa 14), Nike, Coca Cola
What videogame campaigns have they created? FIFA 14
What additional information can you find out about the FIFA14 advertising campaign? "The world of FIFA is fun and incredible. Every year millions of people gather to play the game. Imagine a gathering of that size. It is bigger than some countries. It is the FIFA Armada, an armada of football fun. But unlike the usual armada with sailing ships, our armada is made up of lounges, couches, apartments, hammocks, bean bags, anywhere you play FIFA on wheels. Driving a bright red FIFA 14 van, Lionel Messi is leading the FIFA armada, pulling behind him a set of enormous TV screens suspended by parachutes that attract gamers of all shapes and sizes to join. Amongst them are pro footballers Gareth Bale, Stephan El Shaarawy, Tim Cahill and Javier Hernandez ‘Chicharito’ and FIFA-loving celeb Drake, all getting their game on, along with everyday ‘Joes’." <The paragraph summerising FIFA 14 on the W+k Amsterdam website.
How long has the Rokkan advertising agency been around for? Its been around since the year 2000
Where is Rokkan based? New York, United States
What brands have Rokkan advertised? jetBlue, Sharp, Nestle PURINA
Why was Rokkan's campaign for the videogame 'Dishonored' so successful? Because the graphics were extremely realistic and gave the audience a real insight of the game.
Who was the publisher for 'Dishonored'? Bethesda Softworks
Rockstar Games Background: 1998, New York Owner/founder:Sam Houser Most successful games: GTA, Max Payne, L.A Niore Interesting fact about the institution: They own 8 studios responsible for producing games EA (Electronic Arts) Background: May 28th 1982 Redwood city, California Owner/founder: Trip Hawkins Most successful games: The Sims, Fifa 12, Battlefield 3 Interesting fact about the institution: In 2011, EA purchased the online gaming company PopCap which is behind the addictive hit games such as- Zuma, Bejewled and Plants vs Zombies. Zynga Background: July 2007 San Francisco, California Owner/founder: Mark Pincus Most successful games:Farmville, Texas HoldEm Poker, Chefville Interesting fact about the institution:The company was originally founded in April 2007 under the name Presidio Media; the company name then changed to Zynga and was the founded officially as Zynga in july 2007. Nintendo Background: September 23rd 1989 Kyoto, Tokyo Owner/founder: Fusajiro Yamauchi Most successful games:Super Mario bros, Donkey Kong, Pokemon Interesting fact about the institution: Nintendo developed a mobile phone in the early 2000's Sony Computer Entertainment Background: November 16th 1993 Tokyo, Japan Owner/founder:Ken Kutaraji (founder) Most successful games:Little big planet, Start the party, TV superstars Interesting fact about the institution: The institution is responsible for producing games for the playstation but they were also responsible for creating the playstation themselves. Ken Kutaraji is known as "The father of the playstation"
Name of game: Just dance 4 Release Date: October 2nd 2012 (Europe) Institution behind game: Ubisoft
Print There is a number of key conventions featured in this movie poster; It follows a bright multi-coloured colour scheme that connotes fun and gives you a party vibe; There is only one type of sans serif typeface; It includes an number of slogans around the title that is dominating most of the poster and is acting as a central image aswell. Review 1: "Just Dance 4 doesn't bring much in the way of new featres to the party, but if all you want is to have one hell of a fun, energetic, and hilarious time, there really is no party quite like a Just Dance 4 party." Review 2: "This is as fun a game as any in the series, with routines that are even wilder than before, and a keen self-awareness that eagerly embraces its over-the-top kitsch qualities. " Review 3: "If there's anything bad to be said about Just Dance 4, it's that there's not much new here. It's largely a song pack, albeit a very entertaining one. "
The game has not been featured on the front of any magazine covers. Broadcast
The advert for this game is extremely effective and uses a number of key conventions that typical Wii television adverts would use. For example, during most of the advert, the setting is domestic and takes you on a journey through a house during a house party. The bright lighting of the modern looking home has synergy with the modern authentic colour scheme of wii (which is the main platform its available on) but also the party theme of the advert has synergy with the bright colours on the poster and front cover of the game. The track used for the advert is a feel good song hence the name, "good feeling" and the creators have used celebrity endorsement by having the singer of the song feature in the advert. The advert aslo features e-celebrities like D-trix, Lindsey Stomp and the Cimorelli sisters to promote the game.
Ubisoft also hosted a launch party where lots of different well known celebrites attended and spoke publicly about the game. The fact that there is a wide range of celebrities means that fanbases of the celebs would be aware of the game and know that the celebrity they aspire to be like plays the game and therefore they'd want to buy it too. E-media
The website of the game attracts its TA as which would consist of families and friends who are want to have fun and interact by coming together and playing the game as the colour scheme is bright and multi coloured, which would connote fun and enjoyment. The most interesting aspect of the website structure is how the background has been divided equally between both genders; there is a pink side with a cartoon of a young woman and a blue side with a cartoon of a young man. This may be ubisofts way of letting the audience know that the game is for anyone and it doesn't matter what your gender is.
The youtube channel has 25,022 subscriptions.
This user generated video is of a group of famous youtube gamers playing the game. This would promote it to their fanebase and anyone who is subscribed to them as by watching them playing and enjoying the game, they too may be inspired to do so.
The facebook page has over 6.7 million likes.
The twitter page has has over 53.7K followers and the famous hashtag used to promote the game was #JustDance4
Tuesday 22 April 2014
1. Print
The main print advert used to promote Fifa 13 is the "get on board poster". This poster is successful in pursuing its target audience and promoting the game because it directly addresses the audience that by buying and playing the game, they are joining a whole new world. This is supported by the slogan "take the Fifa 14 world tour" and suggests that by buying the game, they will be going on a worldwide journey within the gaming world. This has synergy with the cover image as it shows world class player, Lionel Messi, giving them the key to the Fifa 14 van which will take them on their "journey". The van represents the actual Fifa game that gamers will be taking a journey. The advert includes many key conventions that advertisement posters would regularly use. The poster includes; slogans- "we are fifa 14", "get on board", "start your journey" etc; a central image (of Messi drectly adressing the audience to start their "journey"); a maximum of 2 typefaces throughout the whole thing and a colour scheme. Review 1: Playstation magazine- "you rarely feel like you’re truly getting a new experience on first play." This review is negative and suggests that the game has nothing new to offer and is too similar to previous games.
Review 2: PLAY magazine- "FIFA 14 lets gamers develop their own brand of football and strives to ensure each virtual player holds his own value." This is a postive review and encourages readers to buy it by indirectly telling them that they are fully in control when playing the game and that the choices they have are limitless. Review 3: XBOX magazine- "FIFA 14 oozes style, authenticity, and bold design from start to finish. It looks and feels better than ever." This review is positive and represents fifa in a whole new light, branding it as "better than ever". It tells and reassures the audience that serious changes have been made and the word "oozes" suggests that there is an overload of new features and has a lot to offer to the gamer. Magazine reviews are effective in promoting the game because they influence people who want to buy the game based on what the people who have previously played the game say about it. In my opinion, i believe e-media is more effective than print because people are more likely to find out info online rather than buying magazines or stopping to look at posters.
2. Broadcast
The advert attracts the audience because a variety of different people have been incorporated into it. The video features world class footballers such as Messi, Bale and Chicharito. Also there are other celebrities such as drake featured on the cover. This would attract the audience as they would aspire to be like the players and celebrities and therefore want to play the game like them. Also there are people from a variety of different ethnicities which will attract the audience worldwide.
During the advert, world class player Lional
Messi is driving the van because he is the best player in the world, therefore he is the best way to advertise the game. This is because the majority of the target audience are teenage boys who aspire to be like messi and by having him as the "main attraction" on the advert, it encourages the them to buy it.
This advert features the fifa 14 brand in lots of different ways; The typeface used is the usual font fifa use in previous games and advertising campaigns. Also the company "EA sports" who are the creators of the game have been established. Also the players who are in the game itself are featured in the advert e.g Messi, Bale, & Chicharito.
The main reason that there is a combination of people is to tell people who watch is that the game is for everyone. Also it makes the advert international and attracts people from a variety of different races and ethnicities. The contrasting idea of footballers playing with normal people is effective and suggests that by buying the game you can interact with the virtual footballers in the game.
The fifa 14 trailer differs from the advert because the trailer gives you an insight of the game itself and shows you the graphics where as the advert is to promote the game and shows celebs and actors playing the game.
The trailer is effective in promoting the game because it gives gamers a real insight on the game itsself and lets them veiw the game from an actual gamers point of view. By watching the trailer, it lets gamers identify any updates or elements that have been added since the previous game.
E-media
The layout of the website is effective because it gives you different options to click on and shows screenshots of the game. Also as usual, Messi is featured on nearly all the images on the homepage which emphasises his importance through out the game.
Th facebook page has a whopping 21,345,778 likes
Their you tube page has 651,604 subscriptions and all their social networking accounts have been displayed in the to right corner.
