viral marketing task 2

Idea: Mass Effect The Remastered Trilogy

Tag line: Space your journey

I will be coming up with a viral marketing campaign that will help to promote the franchise Mass Effect. The main campaign elements i will be covering are viral video,posters,flyers,social media elements, collectibles,ARG  games, and merchandise ideas.

Viral Video: The video will begin with the people on the citadel and a group of other planets all doing there daily routine. This is shown through a montage switching back and forth for about 1 minute. The voiceover who speaks throughout the video is a news reporter and says "Good morning what a lovely day in the galaxy today i hope everyone is doing swell". All of a sudden reapers which are the main antagonists of the trilogy of games attack the planets shown and the citadel. The montage continues this time showing all the people shown acting calmly enjoying there day in massive panic trying to either get away or fight. The voiceover then begins to panic himself telling everyone to get somewhere safe. All of a sudden the specific characters from each area are saved by individual characters from the main group of characters The citadel is Ashley Williams, Palavin is Garrus and finally the video ends with Shepard jumping to the scene on Earth saving a group of civilians. The final shot of the video is of Shepard posing to the camera with reapers attacking and Earth in flames. Finally the mass effect logo pops up with a release date below and the tag line Space your journey. In the top corner will be a promotion trying to persuade the viewer to pre order and showing what you will get if you pre order.

Collectibles: The plan is to realise 2 different types of collectibles theres common which will come with gaming magazines and in toy stores. The gaming magazine collectibles will be either a small action figure or a plastic model of a ship. In toy stores there will be ships,action figures as well as models of the citadel and various other famous aspects of mass effect. The other type is the rare collectible which is limited edition and expensive. Some can be won if you win a competition which will consist of answering a question and if you get it right you will be added to a group of other fans who got the question correct the winner will get the limited edition collectible while the others will get a consolation prize which will be a set of common collectibles. Another way to get the rare collectibles is to pre order and purchase the special editions of Mass Effect Remastered. the 3rd and final way is to purchase online on the EA store but there is only a limited amount.

Merchandise ideas: For merchandise i would like to cover a lot of different areas such as toys,models,phone cases,clothing and gifts. All will be sold in game shops,toy shops,big chain stores and phone shops.

Tie ins: Mass Effect remastered is advertised by Nasa where they will help promote the product. Also specific locations such as the space centre in Orlando will also assist to advertise and partner the game.

Posters: There will be 2 different posters made to advertise different aspects of the game one will be the main protagonists and the other poster will be devoted to the antagonists.

Arg games: There will be 2 companion games released to tease the game. One will be a mobile game that will involve defending a human settlement from the antagonistic races of the game. This will be a RTS style game that will involve strategy and planning much like games such as Total War Empire. The second game will be a Facebook quiz game that will begin as a project called Bioware it is a quiz game asking questions about previous Bioware games and at the end of the quiz will be a link. This link will take you to the mass effect remastered trilogy website announcing the game.

Social media elements: Throughout development developers and various gaming websites will promote the game and the franchise. Also Facebook and twitter will add posters and developer comments regularly. Youtube will add trailers every few months which will also be added to Facebook and twitter.