2. Brief
• To create a successful marketing plan which will bring
Achilles to market in the App Store.
• Create a detailed marketing campaign parallel to the
plan.
• Include graphics, calendars, advertisement.
3. Marketing Objectives
• To raise aware awareness of Achilles, especially to the
target market.
• To raise awareness of development company ‘Helios
One’.
• To increase revenue for development company.
4. Product
• The product we will be bring to market is Achilles.
• Achilles is a 2D platformer game set in Mount Olympus in
the ancient age.
• There are 3 characters: Achilles, Minotaur and Athena.
• The purpose of the game is to find your way up the
mountain without touching the Minotaurs, if you get up
successfully you will rescue Athena.
5. Price
• Achilles is a free app that is on the Apple App store.
• Advertising will provide the revenue.
• Depending on popularity and demand, the app will go
from being free to having a small price a few months after
the main section of the campaign is completed.
6. Place
• Achilles is available to download from the Apple App
Store which you can access via iPhone, iPad and iTunes.
• A demo will be available on the GameSalad website.
• The app will be stored in the ‘Free App’ or ‘Free Games’
section in the App Store.
7. Promotion
• Promotion will be covered thoroughly.
• Processes will include: Direct & Indirect Advertising,
Promotional Advertising, Viral & Social Networking
Advertising.
• All processes will be linked together within the campaign,
dates will be set and they will flow into one another.
8. Smart Targets
• Specific -Target a particular area for improvement.
• Measurable - Quantify an indicator of progress.
• Assignable - Specify who will do it.
• Realistic - State what can be achieved with your
resources.
• Timely - Specify when the results can be achieved.
9. Review Of Target Market
• The target market will be children aged from 8-15.
• Achilles will focus on the Explorers of the digital game
market, explorers focus on exploring the map and they
drive to discover the unknown - this type of audience will
want to play Achilles and play it a lot until they fully
experience all of the game.
• Never before has been more easier for parents and
children to buy games online - 2013 hit a 22% increase in
the sales for downloadable games.
10. Target Market
The target market
for Achilles would
have an iPhone
screen similar to
the one you can
see here.
11. App Rating
• Although we
are aiming for
an ‘E’ rating,
we felt like
we fit into the
9+ Apple
App Store
rating, we will
work on
trying to work
on getting an
‘E’ rating so it
makes the
game
available for
more people.
12. Target Market Profile
The target audience
splits between iPhone/iPad
users & people who like
the theme of the game - this
profile is about the person
that is both.
13. Breakdown
iPhone/iPad
Users
Adventure/
History
Orientated
When we break down the Achilles target market of
8 - 15 year old explorers it spits into two sections. The iPhone/
iPad group like to
explore the use of the their tech by going on the app store
and looking for games. The adventure history orientated
group likes the genre of the game and will find it by looking
or coming across the game.
14. Stats
• The game would be iOS based, 44% or people play games on
their smart phone (almost half of the gaming market) and 91% of
parents are with children when they purchase the game. (Apple)
• This means that if the marketing appeals to the parents then it’s
a good way in for hitting the target market.
• Achilles will hopefully fall into the ‘E’ rating which stands for
everyone - more than 88% of games rated by the Entertainment
Software Rating Board received an ‘E’ in 2013. (ESRB)
• The lower the rating for more it stands out as a game with the
balance of adventure, this makes it easier for parents to approve.
15. The Campaign
• The campaign will set off with the indirect marketing side.
• The indirect marketing side of Achilles starts off with the 3
characters coming to life and appearing at popular
places.
• This will happen before and during main gaming and
social gatherings to raise as much awareness as
possible.
16. Indirect Marketing
• Helios One will hire 3 actors to play Achilles, Athena and the Minotaur.
• These characters will appear in places over the course of the campaign
schedule like theme parks, youth clubs, fairs, shopping centres, music
festivals and game conventions.
• They will target people from the age range which Achilles is made for but
as it’s an indirect marketing approach they will target mostly everyone.
• They will have equipped with them stickers and leaflets: the stickers are
for general awareness of the game as they will be of the characters
themselves; leaflets will contain links and codes to get the promotional
wallpaper offer which is linked with Twitter and Facebook.
• The most important part of this stunt is the Instagram offer.
17. Instagram Offer
• We are using Instagram to spread the word of
Achilles, this will promote the game, characters,
company and people will start to ask questions.
• The competition is simple, entrants get a
photograph with one of the characters, upload it
to Instagram, use the hashtag ‘Achilles’ for a
chance to win a free family holiday to Mt.
Olympus - they also get a free code to a
wallpaper instantly.
• The competition will come to an end on August
18th after Gamescom in Germany and we will
randomly pick a photo with the hashtag, this
means entrants cannot delete the post until after
the competition.
18. Stickers
• The stickers are fairly basic as
they are just the character assets.
• The target market for Achilles
would be more appealed to these
glossy pixelated stickers than any
other age group.
• Brings general awareness to the
game; by not including the game
title it makes people think about
what they mean.
• Stickers will be given out by the
characters so the recipient of it
will know what it’s about.
19. Promotion
• The indirect marketing plan will then flow into the promotion side
of the campaign.
• Instagram will contain lots of photos of the games characters so
people will want to know more, Twitter and Facebook will then
take the stage at this point.
• The flyers that the characters handed out will link to both Twitter
and Facebook pages via link and QR code, plus Intsagram users
will start to hashtag ‘Achilles’ in order to find more information.
• Flyers will mention if followed on Twitter, that account will get a
link via direct message for the free wallpaper.
20. Wallpaper
• The wallpaper is mainly directed at
luring in the target market of 9-15
year olds.
• Everyone loves ‘freebies’ but the
young people especially as money
isn’t a key factor in their life.
• The verified ‘Achilles’ Twitter
account will send everyone who
follows the account regardless
weather they follow them back a
link to download the wallpaper.
• The wallpaper will available as a
1024px1280p and as an iPhone
background.
21. Twitter & Facebook
• Twitter will run as the main
promotional engine for Achilles; they
will be posting witty tweets, links to
media, keeping followers updated
with the running of Achilles.
• The followers will come from the
flyers at first, Instagram will help,
company members will follow and
retweet and it will gain popularity
within gossip on the website and
socially.
• Twitter has taken Facebook of it’s
thrown becoming more popular in
2014, it will be accessible within
Achilles age range but further up in
age.
• Achilles has a Facebook page but it
won’t be pushed as much as Twitter
is.
• Links to the app store will be
tweeted and a permanent link will
be linked onthe page.
22. Direct Marketing
• The direct marketing side of the campaign brings in all the other
customers who haven’t heard of Achilles.
• Web banners are the main frontier when it comes to direct marketing as it
branches out to a wider audience across the world.
• Web banners will be positioned on websites which our target market visit
often.
• In the top websites for 7-11 year olds go to are: Cool Maths Games, PBS
Kids, Primary Games & Webkinz.
• The advert will open up to the App Store, the page will contain
information about the game, ratings, previews, the download free button,
etc.
23. Web Banners
• The web banners have been created using
a modern app ad look.
• They are made to draw the attention of all
age groups with its simple effective look - it
looks modern and for a older age group
which will draw the attention of Achille’s
young age group.
• They will be positioned of the top websites
for 8 -11 year olds and on the top websites
for 12-15 year olds.
• Top websites for 8 - 11 year olds are cool
maths games, PBS kids, primary games &
animal jam.
• The 12-15 websites will be more social
network based such as Facebook, Steam,
YouTube, Google & Yahoo.
24. Ad Banner Stats
• The main stat demo shows that large rectangles attract the most clicks, half page ad’s coming
second, square pop up’s third and the main Achilles ad the medium rectangle coming fourth -
these show us that we should have been more observant when choosing our ad sizes.
• The other stats clear up some general facts we have to be weary of, we have to keep in mind
the reasons why people won’t click on our ad - they could not trust the ad, think they'll get a
virus or that it doesn’t apply to them.
25. Flow Chart Link Up
Characters &
Instagram Comp -
Early Stages
Stickers, flyers,
wallpaper &
competition linking
from characters
handing them out.
Will flow into social media, the #achilles will be over
Instagram, Twitter & Facebook would be passed about
more - a word of mouth system will help a lot. Early/Mid
Stages.
Wallpaper will be
offered when
Twitter account is
followed.
Ad Banners will come into picture, target’s audience who
hasn’t heard of Achilles yet - target market is split into two
and are being displayed on websites popular to each age.
Game get’s released
over weekend of
Rezzed.
All factors will continue to to work
together to help promote the
game until mid August - the
characters will stop then but
others will carry on. Instagram
Comp will stop.
26. Calendar
The blue
line mean’s
the characters
will be hitting
events and
places.
ç
√
The red line
stands for
Facebook,
Twitter &
Wallpaper
promotions.
Green is for
banner ad’s.
Orange is the
release date.
27. Calendar Explained
• The release date for iOS is on Thursday 27th March - the app store gets
moved around every thursday so it gives the app time in the same
position for a while so it’s easier for the target market to come back to it.
• Twitter & Facebook gets on the way before the indirect marketing to
establish itself; it will be fully operational with followers before the game
is released.
• The Instagram promotional offer starts on the release day and continues
throughout the summer until Gamescom.
• The characters will mostly be making an appearance on weekends and
at game venues but will appear in the week for smaller jobs like youth
clubs, schools and fairs - there last appearance is Gamescom.
28. Calendar Explained Further
• We have chosen 6 game venues to hit with the
characters: GDC, Razzle, PAX, E3 & Gamescom.
• The thought behind this move is repetition; blogs, people
and other games company will see that we appear often
and it will bring attention to us.
• The advertising starts slightly before the game comes
out, this is because using Google Analytics - we can then
adjust our strategy with the data we get from them.
29. Budget
Gaming Events - £6000 flights, hotels & basic needs.
Web Banners - £250 per week for cool maths games & primary games.
£300 per week for PBS kids, Animal Jam, Facebook, YouTube & Google.
Instagram Competition - £1500 flights, £500 hotel, £300 rental car, £500
spending money, £100 insurance.
Flyers - £146.30 = 2000 flyers.
Costumes - 3 month rental = £1500.
Characters - £3000 for their time.
Stickers - £183.50 = 1500 stickers.
30. Evaluation
The feedback I got was good and praised a lot of areas of the plan, they were
pleased with the campaign side of the plan, they thought that the whole thing was
structured well and that the audience profiling was good too.
Not all the feedback was perfect though, I still needed to go in and change a few
more pieces of work to ensure that everything linked up together - I changed..
• I added a budget to the plan to wrap up all the costs of it.
• I added Ad Banner stats to back up my ads which I had created.
• I added some more information on the target market such as a mock up iPhone
screen of the target market.
I should of added something about the World Cup & Greece - this summer is when
the Achilles marketing campaign is in it’s peak and having something about the World
Cup in the plan would of been beneficial.
31. Evaluation Further..
In the actual plan I forgot to add any Twitter demo graphics to
back up what I was trying to do when it came to dealing with the
Twitter side of things.
The statistics for Twitter led me on to finding out wether I make
the most out of the Twitter page, the demographics show that
adults use Twitter more than teenagers do - I could maybe target
the target market’s parents so it would go from winning them
over instead of the child doing so, at the end of the day it’s their
parents going to be buying the game for them.
In the slide’s following this one, I will show you 2 slides on what I
would put in the plan following the Twitter slides.
32. Twitter Marketing Stats
• 51% of Twitter users follow brands or companies, related to this over 80% follow a brand
to get exclusive content. (Stats from Edison & MediaBistro)
• The stats to the right show which tweets gets the most retweets, you can see that having a
photograph attached to a tweet maximises your chances in getting retweets.
• You can see that retweets are at their highest during the hours 10-11pm, but saying that
they are pretty high constantly - maybe some late night tweets will do Achilles some good.
• These stats show us the gateways in which to take the Achilles twitter account, which time
to target our audience and for them to pass the message on.
33. Targeting Parents
• The chart shows that more than half of these social media users are between 25 and 44 years old &
55% of Twitter users are 35 or older.
• Stats don’t lie and this shows that the majority of people that will see the Achilles Twitter page are the
older generation and most likely to be parents.
• Also, a slight majority of people on Twitter are female - mothers are a good audience to try and hit as
they are probably with their child more than the father is.
