E3: The Acti Game Plan

E3: The Acti Game Plan
SHARE
THIS



B&T has teamed up with Sydney-based agency Rinsed to provide exclusive news, analysis and video from the biggest gaming show on earth, E3 2013.  Simon Micarone, founder and MD of Rinsed, is on the ground in LA at the event a reporting back the big stories for B&T, including exciting new opportunities for content marketers, brand managers and media owners.

Phillip Earl, Activision’s Regional Vice President for Asia Pacific, presides over some of the biggest gaming franchises in the world, with production budgets that rival movie budgets and gross takings in the multiples of the most successful cinematic releases.

So catching up with him at E3 was something of a coup.  

It was clear from talking to him that delivering a great experience is at the heart of all that they do. Whether it is the actual gameplay or the way they market the product, immersing the consumer is paramount.

In Australia, Activision place great importance on a good balance of the marketing mix but more than ever before they are leaning to experiential, PR and social. They’re taking the steps to set up localised social media channels is a clear sign that it is a priority moving into the future.

The best example of was not a product demonstration, but something they created, ‘Show Theatre’. A spectacular 4D experience that delighted the fans of their various  franchises (Call of Duty, Skylanders, Destiny and Diablo)

Creating is the part marketers have control over. If you create with the best possible outcome for the consumer then chances are you will succeed.

As marketers what we need to do is harness fan enthusiasm created from a great brand experience and enrolling them in the brand’s purpose.

Rewarding fans and encouraging them to be active makes the critical the difference. I don’t believe that all comment must be positive, but fair and unbiased opinion ensures credibility and curiosity from observers.

Asking fans for feedback and suggestions not only gets them engaged but gives them a say in the outcome of the execution. What can be more powerful than that?

Awareness and creating compelling world of mouth are two of the most important elements to marketing. And whether the audience is young or old, core or social Activision back their vision to invest in best practice experiential. 

Simon Micarone is founder and MD of Sydney-based experiential, PR, and social media agency, Rinsed.  

 

Please login with linkedin to comment

Latest News

Mark Zuckerberg, chief executive officer of Facebook Inc., listens as Narendra Modi, India's prime minister, not pictured, speaks during a town hall meeting at Facebook headquarters in Menlo Park, California, U.S., on Sunday, Sept. 27, 2015. Prime Minister Modi plans on connecting 600,000 villages across India using fiber optic cable as part of his
  • Technology

“No F*cking Way!”: Pink Floyd Frontman Refused To Give Mark Zuckerberg Rights To Song

Roger Waters, co-founder of Pink Floyd, said he refused to give Mark Zuckerberg the rights to use hit song Another Brick in the Wall (Part Two). Waters was speaking at a pro-Julian Assange event when he said that he had been offered a “huge, huge amount of money” for the use of the 1979 hit […]

by B&T Magazine

B&T Magazine
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
  • Campaigns

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign

Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
  • Marketing

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins

Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]

Xandr Launches New Guide Exploring The Future Of Identity
  • Advertising
  • Technology

Xandr Launches New Guide Exploring The Future Of Identity

Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
  • Marketing

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client

Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]