World of Warcraft - Communication strategy and integrated marketing
World of Warcraft (WoW) is different from traditional video games due to its unique virtual world that offers a unique gaming experience. The main target audience segmentation of WoW is made on the basis of the three determinants of motivation of the player: immersion, performance or socialization.
Once the product is completed and potential clients defined, it remains to connect the brand to be known and to exist. One of the goals of communication from Blizzard is that it will disseminate information about WoW to recruit new customers.
Another objective, subsequent to the first, is to retain these customers by promoting the benefits of remaining in the community of WoW. In addition to the shared sympathy, Blizzard has enjoyed strong capital credibility.
By highlighting the technical qualities of the game platform, which has a novel artificial intelligence, and the importance of community, which is present worldwide, Blizzard has captured new customers who were once repelled by the technicality and complexity of such games.
The WoW uses a mix of promotions that uses different media to reach their new customers. The keynote address is the same on all vectors and emphasizes identification with the avatar. The key message is: "And you, what do you play?"
In the first part of this document, information will be shared on how WoW recruits its players and more precisely the vectors used to communicate its message, after that the loyalty of the recruited players will be discussed.
Most communication activities are geared towards WoW to capture new customers. This objective of communication serves a different strategic purpose, which is increasing not only the WoW community for the commercial viability of the company, but also the social value of the platform and thus the perception of the target.
The launch of WoW in 2005 coincided with the completion of The Lord of the Rings trilogy. The brand has performed an "ambush marketing" which allowed them to recover part of the capital from among the general public and to redirect the proceeds of WoW.
As the strategy of attracting new clientele to WoW is essentially based on a message to the avatar of a personification, it is not surprising that Blizzard has used the diary of Lord of the Rings. The message can therefore take advantage of the worldwide craze by offering fans the opportunity to extend the adventure by playing a character similar to the heroes of the epic by Tolkien. This was capital sympathy high in the segment of players, since WoW is as a result of the epic Warcraft, composed of 4 sets out of the network and a 6 million-strong fan base.
Tags: World of Warcraft video game, marketing strategy of World of Warcraft, World of Warcraft launch
«Introduction. Rumours as a new marketing tool. Using a rumor as a marketing tool?. Transmission and belief of positive rumours. Internet: a fantastic media to convey rumours. New types of marketing campaigns. A content analysis of positive rumours on the Internet. Pre launch rumours. Why do people...»
«Today, advertising a new product is totally different than it was 10 years ago. For years, consumers have been flooded by TV, radio, newspaper ads, posters and fliers and more recently, internet spam, pop ups, banners, etc. The frequency of advertising is so high that most consumers often do not...»
«Introduction to the video game market. History. Features of the sector. Current Competition. Profile of players. The Marketing Mix of video game industry. Product Policy. Pricing Policy. Distribution Policy. Communications Policy. Case Study: Nintendo. Nintendo's marketing mix. Marketing mix...»
«For many years, modern societies, especially in more developed countries have become increasingly individualistic. Indeed, individuals have been acting alone and for their own interests, which may also point to the phenomenon of hedonism. This refers to the pursuit of pleasure becoming the primary...»
«Introduction. Rebranding. Market stance. Code of conduct. Quality. Effective communication. Conclusion.»
«When do companies feel they need rebranding? Are their earnings going in deficit or have they started undermining their profits. Is it the less number of customers coming to them or they are making less profit on their earnings. Has the product gone in to a "Dog" stage of BCG Matrix? It can be...»
«Introduction. Genesis and purpose of the report. Method and outline. Background of the organization. Category of service products. Analysis of organisation’s service products. Suggestions for new service development. Conclusion.»
«Boost Juice Bar is one of the most famous healthy drinking brands, originally from the Australia. The company has expanded from an "easy grab and go fruit juice" to an established network of retail outlets throughout the world. Until now, Boost Juice has developed their supply chain to over 200...»