Viral LifeStyle Coverage

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Marketing 2.0 Campaign
Mike Chang Amit Chhikara Brendan
Drislane Henry Lee Shine Thomas Minh Tran
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Industry Overview First Person Shooters

• First Person Shooters
• Interactive 3D world First-person perspective
• Objective involves combat with other players,
  typically in modern or futuristic settings
• Elements include high-tech weapons, online chat
  channels, collaborative team-based strategies
• Game themes are typically EPIC, life and death
  struggles, with a supporting storyline, video
  clips between levels, and recurring characters

Essentially, an Interactive Hollywood Action
Movie Blockbuster!
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Industry Overview FPS

• Existing popular FPS franchises include
• Halo
• Call of Duty
• Rainbow Six
• Ghost Recon
• Unreal Tournament
• Battlefield

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Consumer Profile

• Primary Target Audience Hardcore Gamers
• Typically Males 18 34
• Own FPS games (Halo, URT, GRAW, GOW, etc.)
• Familiar with storyline and developers
• Active in gaming communities
• 1st in Line to purchase games
• Tech Savvy

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Consumer Profile

• Seconday Target Audience
• Casual gamers (Males 18 34)
• Enjoy playing FPS but not as serious as former
• Not familiar with recent FPS titles
• Drawn to FFOW by storyline and themes

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Pre-release Strategy

• Online Marketing
• Gamer Contests (YouTube submissions)
• Contest 1 Competitive Advancement
• Contest 2 Player clips of game-play, with
  player-generated taglines
• Support Vehicles for Contests
• Game Website
• Blog and Online Community
• Contest Launch Party!

• Traditional Marketing
• Gaming Magazines
• TV Ads Spike TV

Goal Build buzz for game prior to release Sept
3, 2007
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Contest 1 Competitive Advancement

• First Contest will focus on players advancing
  through the various stages of Fuel of War
• Players use video capture software (FRAPS) to
  create clips of their advancement in-game
• Upload clips to website after registering
• Upload clips to YouTube

• Top 10 Players to travel to Tokyo for 2007 Tokyo
  Gaming Convention
• Players compete in Fog of War tournament
• Given VIP passes
• Prizes to include travel packages to other gaming
  conventions
• All tournament results posted to game website

Goal Create product awareness among highly
competitive hardcore gamers
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Contest 2 User generated clips Taglines

• The second contest will focus on gamers recording
  in-world video clips
• Video may take form of Sketches, Music Video,
  Satire of gaming culture, homegrown tournaments
• Integrate user-created tagline
• Rewards creativity outside gaming context
• Clips to be uploaded to game website and YouTube
• Users will rate clips (possible categories best
  clip, best tagline)
• Top 10 to go to 2007 Tokyo Gaming Convention
• Other possible prizes Video equipment, new
  console, free copy of game

Goal To generate awareness to secondary market
(casual gamers)
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Online Marketing Supporting Materials

• In addition to the competitions, online marketing
  to include
• Frontlines Fuel of War website
• Site requires user registration
• Registration grants access to voting, uploading
  for contests, latest news about features, release
  dates, etc.
• Community portal
• Fuel of War Clipzone to showcase contest clips
• Fuel of War Command Center Official game
  message board and Blogging launch-pad
• External Links To be updated as supporting
  community blogs start to take off
• Contest launch party
• Invitees to include online magazine editors,
  gaming magazine editors, online forum admins,
  enthusiasts sign up on site
• Video and stills of the event to be available
  online

Goal Support contests Create Fuel of War online
community for after-launch support
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Traditional Marketing

• Target Selected Print Media -- 80 of Avid
  gamers exposed to at least one gaming magazine
  per month
• PC Gamer
• Electronic Gaming Magazine (EGM)
• Computer Gaming World

• Target Selected Cable Channels
• Spike TV
• Sci-Fi Channel
• G4 TV (Gaming Channel)

Goal Focus on media specifically geared toward
our core demographic
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Metrics How we know we won

• Contest and Website Activity
• Number of clip submissions
• Number of message board posts
• Creation of thirdy party blogs
• and their activity
• YouTube Activity
• Frequency top clips are viewed
• Creation of non-contest video
• Financial Metrics
• Cost per site visitor
• Cost per lead (fully registered visitor)
• Traditional ROI Analysis

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• Questions?