Naughty Dog used various media platforms like social media, TV ads, magazine ads, and convention demos to promote The Last of Us game. They targeted younger audiences aged 18-20 who are active on social media. The marketing campaign consistently featured the main characters in abandoned cities to convey that the game is a post-apocalyptic survival horror. Trailers showed glimpses of different locations without revealing too much to generate interest. Merchandise and tweets continued promoting the characters and atmosphere across platforms. The goal was to drive sales and build hype around learning more about the game world.

1. UNIT 6 MEDIA CAMPAIGN

2. The Last Of Us
Voices actors Additional voices Crew
Troy Baker: Joel John Eric Bentley The Directes
Hana Hayes: Sarah Steve Blum Neil Druckmann
Annie Wersching: Tess Curt Cornelius Bruce straley
Ashley Johnson: Ellie Laura Bailey Writing
Jeffrey Pierce: Tommy Gregg Barger Neil Druckmann
Merle Dandridge: Marlene Chris Jai Alex Music By
W. Earl Brown: Bill Jon Curry Gustavo Santaolalla
Brandon Scott: Henry Dimitri Diatchenko Film Editing by
Nadji jeter: sam Christopher Emerson Ryan M. James
Ashley Scott: Maria Nika futterman Casting By
Nolan North: David Ryan Harper Gray Christine Haas
Robin Atkin Downes: Robert / Ethan D.C. Douglas Korkosz
Reuben Langdon: James Gideon Emery Art Direction by
Erin Firzgerald: Female infected Michael Gough Erick Panilinan
Misty Lee: The infected Jennifer Hale Directors
Kaplan Andre Kishin
Producers
Naughty Dog

3. Naughty dog used social media (Instagram, twitter, etc), adverts on TV, ads in magazines and demos at conventions,
they do this to get a lot of coverage around the world to bring in awareness of the game Naughty dog also made
add-ons to put on the game to give a pit more information for the audiences to get to know the side character more
and to know how they got into this situation . Naughty dog use all these media platforms you get the younger
audience interested like 18 to 20 they these platforms because they that is was more likely for people of this age rage
to see it on these platforms and people from this age group share whatever they like to friend, family or just to
people that follow them. Everyone new the game would be great because the company is a big company and well
known company expectations where high for the game but when the game finally came out everyone thought it was
better then they thought. In the trailers the company did loads of different camera angles to show off more of the
game and the area that you characters are in which you can see is an a run down city and then changes into the
countryside then back the city the the countryside again the back to a city. People at the age and higher like to dress
up as there favorite character and go to conventions this also promotes the game and make people to buy it even
more. Youtube also promotes the game because famous youtubers will play the game and the younger generation
look to these youtubers and idlers them so when they see the youtuber they like they will won’t to play the game
themselves and will make more people want to buy and play the game
marketing

4. Budget
Sold:
17 million
Genre:
Action-adventure, survival horror
release date:
14/6/13
Target Audience:
Social grade: C2,D
Psychographic profile: explorers
Age rating:
ESRB: M
PEGI: 18
ACB: R18+
CERO: Z
The message of this campaign is to show
that some people are worth sacrifice the
planet to save the person you care for
even if that means someone who isn’t
related but you see them as family no
matter the cost even if you hated that
person when you first met and you can’t
just kill a child to save the world that the
humans destroyed to begin with
info

5. Timeline
2008: Neil Druckmann had an idea for a graphic novel about a father-daughter zombie tale
10/12/2011: Sony unveiled The last of us
11/12/2011: Naughty Dog co-president(Even Walls) posted on the PlayStation blog new The last of us details
5-7/6/ 2012: The first publicly released gameplay demo for the last of us
12-15/7/2012: The game was brought to San Diego Comic-Con International 2012 in a teaser reel, entitled "Bill's
Safe House Cinematic".
31/8/ 2012: the extended gameplay demo was released
14/6/2013: The video game was launched
8/2013: The was VentureBeat interview

6. posters
These posters all but one have serif font the top row the second one along
does not I think they have done this to catch your eye because the serif font
in the home style of all the posters but with that particular poster it has sans
serif font and in this poster you only see silhouettes of the main characters
with guns on their person this tells us that the game is a survival game and
we don’t even need to read about the game. With all the other posters we
see abandoned areas mainly in the city this shows us that the world has end
in someway this will make us want to play the game to figure out how the
world ended the poster also has the same 2 people in it this suggests that
these 2 people are the main character and you see them all the way through
the game. The narrative is the same across all platforms e.g. Instagram

7. 3 media platforms trailers, merch and twitter
Across all three media platforms the home style stays the same for example the colours and the font for the title
stay the same this because the company wants for know what they are looking at/watching. This makes it easy for
company to get more people to buy and play the game. The message for the media campaign stays the same
through out the whole of the 3 media platforms stay the same so once again the target audience know what they
are looking at. The 3 media platforms give the audience a little incite on the game and gives images of what’s in the
game this makes the audience want to get the game to see why and how the player gets to that point in the game.
The company leaves out what happens at he end so then the target audience have to buy the game to see what
happens at the end of the game the other thing that stays the same it what the company show of the game which is
the main characters this so the target audience know who the games is about, this also makes the audience want to
buy the game because they want to know who are the people in the trailers, on he merch and the the twitter post
and why the characters know each other. The one that doesn’t same the same is that one of the merch is post that is
framed this poster doesn’t have the same colours like the rest does and the font is different compare to the rest the
company does this to the audience attention as they will normally glance over things because they're used to the
seeing the same thing so will get the to look at the poster/trailer/merch/ twitter post. The company naughty dog
use these 3 media platforms to get the attention of their target audience who are 18+ and 18 years old tend to be
on their phones a lot on social media or YouTube this way they will able to get the right people buy their game and
playing and then sharing it to their friends this will get more people playing the game. Across the three media
platforms the campaign shows use that the game is a horror survival game we know this because in all the merch,
trailers and twitter post have abandon city with the main characters holding guns this shows that the game in set in

8. Across the three media platforms the campaign shows use that the game is a horror survival game we know this
because in all the merch, trailers and twitter post have abandon city with the main characters holding guns this shows
that the game in set in an apocalyptic world where there is not many people alive we know aby the title ”The last of us”
this also get the audience wanting to buy because they want to how the world came to an end and what is the human
race doing about it. This will also make young adults want to play because they want the sense of adventure and they
love the fact there is mutants/zombies in the game which will get them playing because they love the fact that
anything could pop out of the dark or from around the corner.

9. Trailers https://www.youtube.com/watch?v=OQWD5W3fpPM
https://www.youtube.com/watch?v=OQpdSVF_k_w&oref=
https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3DO
QpdSVF_k_w&has_verified=1
Naughty dog made more then one trailer to show people
more of the game with out them losing interest and to get
more people interested and then trailers consist of
different camera angels. They only show specific areas of
the game because the the audience to want to the buy the
game to see the rest of the game and to see what else the
game has left in store for you and the not knowing of
drives people mad and the longer people wait the more
they want to buy it

10. merch
Naughty dog made some merch to
advertise the game this so they can get
even more people interested in the
game can to rise even more money to
pay of bills for the game

11. Media platforms
Re-tweets:2.2k
Likes:19.4k
Likes: 3.520
Re-post:???
Naughty dog only shows
images of the characters
the different locations this
is to give of the sense of
not knowing where they
are or why this get the
audience to want t play
the game to see where the
characters are and why
they are there