Month: June 2010

Red Dead Redemption – my new favourite game and my new favourite marketing effort

OK, so I just bought Red Dead Redemption, and it is truly brilliant. I wasn’t a massive fan of GTA 4 as I felt it has lost something since the early days of the GTA series, but this latest opus by Rockstar is truly breathtaking. It manages to create a hugely atmospheric and powerfully evocative world in the middle of a desert. They manage to make a bleak environment  vibrant and full of life and it just begs to be explored.

I could spend hours talking about the game, but that’s not what I wanted to mention right now. Instead I’m going to talk about a great piece of marketing that I came across.

In an effort to highlight the authenticity of the game and also to re-invigorate people’s passion for the era, Rockstar have done a deal with LoveFilm where they are sponsoring the free streaming of the full version of “The Proposition” – an Australian “western” that they say was one of their key inspirations see here

This is a true media partnership though because there is genuinely mutual benefit for all 3 parties – Rockstar, the consumer and LoveFilm. Rockstar gets an opportunity to showcase the beauty and atmosphere of the game and generate desire amongst it’s fanbase for a “western” game. The Consumer gets to watch a really great film for free and LoveFilm gets to promote its streaming service as well as having the opportunity to upsell consumer to either buy the blu-ray or signup to their rental service.

The appeal of this offer is highlighted by the fact that it is already doing really well on stumbleupon and so is generating a strong viral impact. As far as I am concerned this is a perfect example of a brand partnership – low cost,hugely relevant, high benefit to the consumer, maximum conversion to sales – brilliant.

Advertisements

Resonance is the new relevance

Just a really quick one. Two buzz words have dominated media planning in the past few years. About 5-6 years ago it was all about relevance – making sure that a message is relevant to the mindset and interests of an audience whilst they are consuming a particular medium. Then over the past two or three years people have been talking about engagement a lot, so not only do we want people to find something relevant, but we want them to actively consume our message rather than just passively absorb it.

Today I read an article in new media age about Twitter’s Promoted Tweets model and the news that if a brands messages are not forwarded on enough by consumers then the brands will be dropped, but without charge. It’s a really interesting payment model and launches a whole new trading option on the media world – PPR = Pay Per Resonance (You heard it here first) – the idea that brands pay for the viral effect of a campaign.

I can’t imagine that traditional creative agencies would want to be remunerated on such a basis any time soon, but it could be a revolutionary formula for some of the challenger digital agencies who really want to stand out.