Guerrilla Thomas REISENEGGER
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1 1 Guerrilla Marketing Promote your game with little money, much insanity and maximum Thomas REISENEGGER
2
3 MORE GAMES but not more websites
4 Some games get more love than others
5 @Olima 5
6 @Olima 6
7 Number of online articles Trials of the Blood Dragon Media Coverage E3 Reveal + Release SOURCE : ICO 7
8 @Olima 8
9 Number of online articles Trials of the Blood Dragon Media Coverage E3 Reveal + Release Demo announced Demo released 50 0 SOURCE : ICO 9
10 Content Overview What is Guerrilla marketing? How to do Guerrilla marketing Media & sales impact 5 free Guerrilla marketing 10
11 Thomas Reisenegger Currently - PR Manager ICO Partners, Brighton UK League of Legends, SMITE, Endless Space 2, Endless Legend Armello, Fragments of Him, The Lion s Song, Blackwood Crossing consol.at / consolplus 7 years freelance video game journalist Austrian Award PR Panther in Youngster Category Launch PR campaign for ios/android game Diskobolos Talks about games PR at GDC, Digital 11
12 What is Guerrilla marketing? How to do Guerrilla marketing Media & sales impact 5 free Guerrilla marketing ideas
13 Guerrilla Marketing is: low-cost unconventional marketing 13
14 Key to master PR: Handle your PR ammunition wisely
15 Must have news beats Game announcement First screenshots First trailer Beta start / preview possibilities (even if press only) Release date announcement Release announcement (+ launch 15
16 Why care about Guerrilla Marketing? Extra PR beat Reach very different target group Small budget Untapped 16
17 Best practice examples
18 Punch Club Userscore: 80% Metascore: 73% Generated over 300 articles in 4 weeks First week: sold / $1 million ICO Partners / 2 Tinybuild twitter
19 Punch Club Unlocks Punch Club No press needed 19
20 Saints Row IV Very special 20
21 Zombie Match Defense 21
22 Risks of Guerrilla Marketing Often breaks taboos Not always 100% legal Not always results in good PR Don t believe that there is no such thing as bad publicity Budget varies 22
23 Worst practice examples
24 Bad: Watch 24
25 Really bad: 25
26 Even worse: Call of Duty: Black Ops 26
27 27
28 What is Guerrilla marketing? How to do Guerrilla marketing Media & sales impact 5 free Guerrilla marketing ideas
29 What do they have in 29
30 Guerrilla marketing as part of communication 30
31 Guerrilla Marketing is NOT about making one good PR stunt It s a mindset to help establish your brand name
32 Guerrilla marketing as part of communication 32
33 Goat Simulator PR beats Release Announcement Release 50 0 Aug 14 Sep 14 Nov 14 Mrz 14 Apr 15 Mai 15 Aug 33
34 Guerrilla marketing ideas
35 How to come up with ideas? Get inspired by other industries or businesses Talk to a lot and very different people Creativity techniques Follow the news and grab the low hanging 35
36 Square Enix tweets about Pokemon 36
37 No of articles Square Enix tweets about Pokemon GO Lara Croft Go - Media Coverage Deux Ex GO announced Apple Design Award 37
38 3 golden characteristics of good ideas GAME FIT NEW SUPRISING, FUNNY OR EMOTIONALLY 38
39 What is Guerrilla marketing? How to do Guerrilla marketing Media & sales impact 5 free Guerrilla marketing ideas
40 Example 1: Surgeon Simulator
41 Apr 14 Apr 14 Apr 14 Mai 14 Mai 14 Jun 14 Jun 14 Jul 14 Jul 14 Aug 14 Aug 14 Sep 14 Sep 14 Sep 14 Okt 14 Okt 14 Nov 14 Nov 14 Dez 14 Dez 14 Jan 15 Jan 15 Feb 15 Feb 15 Mrz 15 Mrz 15 Mrz 15 Apr 15 Apr 15 Mai 15 Mai 15 Jun 15 Jun 15 Jul 15 Jul 15 Aug 15 Aug 15 Sep 15 Sep 15 Sep 15 Okt 15 Okt 15 Nov 15 Nov 15 Dez 15 Dez 15 Jan 16 Jan 16 Feb 16 Feb 16 Mrz 16 Mrz 16 Mrz 16 Apr 16 Apr 16 Mai 16 Mai 16 Jun 16 Jun 16 Jul 16 No of articles Surgeon Simulator Coverage April 2014 to June Anniversary Edition launch I Am Bread announcement 80 PS version announced 60 I Am Bread EA 2 million sales announced
42 Surgeon Simulator Trump 42
43 Apr 14 Apr 14 Apr 14 Mai 14 Mai 14 Jun 14 Jun 14 Jul 14 Jul 14 Aug 14 Aug 14 Sep 14 Sep 14 Sep 14 Okt 14 Okt 14 Nov 14 Nov 14 Dez 14 Dez 14 Jan 15 Jan 15 Feb 15 Feb 15 Mrz 15 Mrz 15 Mrz 15 Apr 15 Apr 15 Mai 15 Mai 15 Jun 15 Jun 15 Jul 15 Jul 15 Aug 15 Aug 15 Sep 15 Sep 15 Sep 15 Okt 15 Okt 15 Nov 15 Nov 15 Dez 15 Dez 15 Jan 16 Jan 16 Feb 16 Feb 16 Mrz 16 Mrz 16 Mrz 16 Apr 16 Apr 16 Mai 16 Mai 16 Jun 16 Jun 16 Jul 16 No of articles Surgeon Simulator Coverage April 2014 to June Anniversary Edition launch I Am Bread announcement 80 PS version announced 60 I Am Bread EA 2 million sales announced 40 More than 100 articles mill let s play views 43
44 Surgeon Simulator Trump Visibility Over successfull operations Bump in player numbers Number of Steam players (1 year 44
45 Example 2: April fool s done right
46 Number of articles April Fool s Jokes DARK SOULS III WITCHER 3 GUILD WARS 2 CLUSTERTRUCK FINAL FANTASY 14 ARMA WARHAMER VERMINTIDE SOURCE : ICO 46
47 SUPER TRUCK 47
48 Number of articles Clustertruck Media Coverage 40 SUPER TRUCK Several bigger Youtubers post let's plays SUPER TRUCK articles mentioning Custertruck JAN 21. JAN 28. JAN 04. FEB 11. FEB 18. FEB 25. FEB 03. MRZ 10. MRZ 17. MRZ 24. MRZ 31. MRZ 07. APR Clustertruck SUPER TRUCK SOURCE : ICO 48
49 Number of Youtube views on the official channels Clustertruck official Youtube Views SUPER TRUCK PRE-ALPHA TRAILER GREENLIGHT TRAILER LEVEL 7 PLAYTHROUGH SOURCE : ICO 49
50 Clustertruck Wishlist development SUPER 50
51 Clustertruck April fool s breakdown Over 35 articles (by far strongest beat) Over views on offical channel Over 2 million views from let s players Wishlist bump Over newsletter subscribers Over SUPER TRUCK 51
52 Effects of Guerrilla Marketing Attention Image 52
53 What is Guerrilla marketing? How to do Guerrilla marketing Media & sales impact 5 free Guerrilla marketing ideas
54 1 Business cards
55 Business 55
56 Business 56
57 2 Get on Tinder
58 Hatefoul 58
59 3 Hire a pickpocket put
60 Putpocket your 60
61 4 See how BREXIT plays out
62 @Olima 62
63 5 Twitter gif Adventure
64 Twitter gif 64
65 Guerrilla Marketing 5 Takeaways Extra PR amunition It s a mindset Grab the low hanging fruit Define a primary goal for each stunt (views, sales ) Try, try, try
66 Thanks for your attention
67 OFFICE 6, 10 FLEET STREET BRIGHTON BN1 4ZE, UNITED KINGDOM +44 (0)
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