This document outlines a launch plan for a new social game. It discusses using a multi-pronged marketing approach, including performance, social media, television, web, and multimedia strategies. The pre-launch phase involves testing, customer research, and planning. The key elements of launch are timing, distribution, and promotional support. Ongoing promotion and measuring user engagement and reactions are also emphasized. The overall message is that a balanced marketing mix is needed and performance alone should not drive the launch.

1. 23 May 2012

2. Agenda
Background
Do not rely on performance marketing
The Right Way to Launch A Social Game
Promotion is the key
Summary

4. Lloyd Melnick

5. fiveonenine games

6. More stars than Manchester City
 Ex-Studio Head of EA’s  Gardens of Time
North Carolina office  Shutter Island
 Member founding  City of Wonder
management team at  Mortimer Beckett
Motricity and Appia
 Big City Adventure
 Team lead at RIM’s NC
studio  Madden 3DS
 20 year veteran of  Nascar Kart Racing Wii
IBM/Microsoft/Citrix  Woodland Heroes
 GM Europe and LATAM
at Disney/Playdom

8. Cost of Ads Skyrocketing
 CPM increases 41% year
on year
 CPC increases 23%
versus Q4 2011
 Huge variance makes
planning difficult
 Engagement drops 8% in
US
Courtesy TBG Digital

9. Limited Audience

11. Launch Plan
Pre-Launch
Launch
Post Launch

12. Key Elements to Pre-Launch Phase
• Test
Research • Involve Customers
• Steps
Plan • Resources
• Goals

13. Pre-Launch Fundamentals
Target Distribution Promotion

14. Know thy customer
 Demographic
 Interests
 Value proposition
 Positioning
Campaign Story is a political
social game simulation
targeting women 30 and
older

15. Launch Plan
 The details of who does what when and where

16. Numbers, numbers, numbers
Initial spends
Triggers
Cash flow and reserve
LTV
DAU

17. Coordinate
You
Media
Platforms
Partners
Ad
Press
Agency

18. Key Elements to Launch
When and Where
Promotion
Support

19. When and Where
• Minimum Desirable Product
• Full Beta
When
• Speed to Market
• Competitive Launches
When II
• Facebook English
• Philippines, Indonesia, Thailand
Where • Global

20. Promotion/Media Mix
Performance Social TV
Web Videos PR

21. Support is marketing
Customer service
Community management
Social media

22. Post-Launch: Measure and React
Measure
Analyze
Adjust

24. Television

25. Multiple TV Options
Excess Inventory
Joint Ventures
“Infomercials”
Traditional Advertising

26. Multimedia Distribution

27. Even More Options
Joint
Venture/Rev House Ads
Share
Cross Ad
Promotion Sponsored

28. Social Media

29. Easy Way Out
Not just ads
Events and Create a
promotions dialogue

30. At least match Chrysler
Facebook
• Fan pages
• Promotions
• Events
• Giveaways
Twitter
• Company
• Game
Tumblr
• Game devs
Other
• Pinterest
• Instagram

31. Performance Options
Mediation
Media buying
• TBG, SOMO, MdotM
Direct • Facebook ads
Ad networks • Millenial, iAds

32. Marketing Videos
Multiple videos Attempt to go
Different styles Embed
on YouTube viral
• 15 seconds • Gameplay • Fiveonenine • Don’t force
• 30 seconds • Traditional website product
• 60 seconds ads • Parent • Not boring
• 120 seconds companies • Emotional
cross roller coaster
promotion • Surprise
• Press

33. Web
Targeted Blogs
Special Know thy
interests consumer

35. Summary
Performance marketing is part of the plan, not THE
PLAN
Do not neglect traditional marketing channels
Performance marketing is still important
Measure and react

36. Thank you
Lloyd.melnick@fiveoneninegames.com
Twitter: Lloyd Melnick
http://lloydmelnick.com/