Marketing

Marketing/Distribution/Exchange of game

Who was responsible for the marketing of LA Noire?
Lick Creative

List all methods of marketing used to promote the game – consider viral and guerilla marketing techniques as well as more traditional methods.
Viral- Youtube channel, Forums, Trailers, Facebook, Twitter, Official website, landing page.
Guerilla- police posters, fake front page on newspaper, LIAR? In train station.

When were the trailers released for the game? List dates and analyse what was shown in the trailers.

1st teaser trailer 16/12/10, 2nd teaser 21/01/11, UK TV Commercial 24/04/11
Gave little clips of the game that introduced the main character and what you have to do and it also shows little game play to create desire creation.

Give examples of how synergy was used to promote the game.
The remix of the soundtrack was released the same day as the game.

Were there any particular deals struck between Rockstar and the platforms?
Rockstar were going to give Sony exclusive to the game but it was a false promise because the game went to PlayStation and Xbox360 and PC.

How was desire creation built around the game before its release?
Guerilla marketing was used, billboards and posters were placed around, releasing many different trailers giving new hints to the game and the game play.

How were British audiences targeted in the marketing of the game?
police posters, fake front page on newspaper, LIAR? In train station.

How have Rockstar maximized their potential revenue streams?
There is posters, diary with pencils and ruler (seen in game), soundtracks, clothing, flashlight, golden globe lighter, ransom letter magnets.

How can you access/purchase the game?
You can purchase the game in all major game shops and online.

What are the implications of gatekeeping for the target audience?
To watch the trailers online you generally have to be 18 and over and you need to sign in for you to be able to watch it. Shops cannot sell the game unless you are 18 and over.

Once you have purchased the game how have Rockstar maintained the desire creation?
They released a CD with remixes on, brought out merchandise eg: posters, notebooks, pencils, Shirts and T Shirts.

They had DLC there so people purchased more, they released merchandise of things seen in the game, official soundtrack was released, released same game again but with different extras.
RockStar Pass – Pre order a pass to access all the downloads for the game at the price of £7.19.
With the DLC if you pre ordered the game you could get extra downloads depending on what shop you bought it from. For example you can get the Chicago Piano which is a machine gun. The Borderick which is a suit and A Slip Of The Tongue which is a traffic desk case.