Spending so much time with studio marketers/gaming publishers in the last few weeks brought back great memories. One really stood out.
I remember going to a UCLA/USC game in 2002 with a good friend and colleague, Stephen Royes (one of the founders of Blast Radius.) We were obsessed with refining the online marketing model for bringing a videogame to market and had to submit a concept for an Activision title to Ignited Minds the following week.
Remember When? Media sellers sold banners boring marketers with all the amazing sizes and placements.
Three beers into the tailgate and “The Crescendo Campaign” was born.
Whisper-Murmur-Rap-Preach-Scream.
Whisper to the enthusiasts, generate some reaction, spark a conversation, preach your differentiators against your competition and scream when you have learned enough to scream the right message.
The idea was nothing revolutionary, but the words really helped frame how to think about your plan strategically. In many ways, this was all about conversational marketing, where the assumption was that marketers just “screamed” online and must more work needed to be done building groundswell through asset distribution, engaging influencers and giving them something to talk about. At IGN (and soon to be MySpace) we ran scores of successful campaigns for some of the top videogames embracing these philosophies.
Does your social media strategy go from a whisper to a scream?
