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Packaging a New Audience
Sabrina Mergenthaler
Colorado Technical University
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Current Packaging
ConsistencyBox cover across all platforms; use of shadows & weapons to communicate content
Lifestyle Any-man’s Soldier; quality story-line and graphic content; expectations
DeliveryMaintained promises; reach; location
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Package Limitations
Communicated Not Communicated
• Violence/Death/Blood• Mature Content• Not for Everybody• Real-life-based• Military relation• Weapons
• Value in brand• Quality graphics
• Story-based• Multiplayer capabilities
• Zombies• Setting• Plot
• Any indication of this being a game that females can enjoy
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Messages of Packaging
What Women Want• Strength In Female Characters
• More Clothes On • More Brain Matter Than Breasts
Things to Remember• Packaging makes a first impression• First impressions are lasting
• Our lasting message: Bring out the soldier in you
• Grab Attention• Deliver message• Drive a relationship• Propel purchase
• Educate/inform• Uphold consistency of brand values and visions
Packaging Concepts
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New Packaging Options
•Exclusive Female Player Mode
• In-game notoriety and perks
• Free Nuketown 2025 Upgrade map
Focus of the Package• Honoring Female Soldiers
• Maintaining Expectations
• Consistency Throughout Platforms
• Consistency in Themes and colors-Symbolism of colors, Text, and Graphics
• Layout Relative To Respective Console Packaging Requirements
• Increased Reputation For Activision And Treyarch
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Components of the Cover
• Limited Edition Sticker-Stands out while maintaining the integrity of the game packaging-Informs of newness
• Black Benefits Sticker- Educates consumer on benefits of
purchase
• Partnership Sticker-Indicates the proceed beneficiary- Justifies higher cost
• Traditional Cover Identifiers -Visibility-Familiarity
New Packaging Options Continued
•Exclusive Female Player Mode
• In-game notoriety and perks
• Free Nuketown 2025 Upgrade map
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Sample• Mimics Original Call of Duty: Black
Ops II
What’s Inside the Cover?• Partners material
-What is the White House Project?-FAQ regarding WHP
• Call of Duty Girl merchandise mini catalogue and internet address
• Upsales
New Packaging Options Continued
•Exclusive Female Player Mode
• In-game notoriety and perks
• Free Nuketown 2025 Upgrade map
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New Packaging Analysis
• Answers the question: What’s so Special?• Reflects the strong woman in more clothes that female gamers want
• Justification of increase cost through explanation of benefits• Exposes partnership that directly benefits young women
• Provides and exclusive mode as well as identifies the player among players as significant
• Connects consumer through image and lifestyle
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•What is the Point of Purchase Display?
•How is the display used to capture our audience?
•Connected media
•Placement
New Package, New Display
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Activision’s Mission
Embrace Female Gamers
Marketing Goals
Integrated Media
Q & A Session
Concluding package integration
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References
Activision. (n.d.). Activision. Retrieved from http://www.Activision.com
Alsem, K., & Wittink, D. (2013). Strategic Marketing: An Applied Approach. Pearson Custom Publishing.
Armstrong, G., & Kotler, P. (2006). Principles of Marketing ( (11th edition) ed.). Upper Saddle River, NJ: Prentice Hall.
Chambers, B. (2012). What Women Want (In Female Video Game Protagonist). The MarySue.com. Retrieved from http://www.themarysue.com/what-women-want-in- female-video-game-protagonists/
Color Symbolism and Emotional Effects of Color. (n.d.). M.U.S.E., Colorado Technical University. Retrieved from http://coursebuildercontent.careeredonline.com/Assets/30000/25544.pdf
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Fletcher, K. (2010). Women in games today. Wired Gamer. Retrieved from http://www.wired.co.uk/news/archive/2010-03/22/confessions-of-a-call-of-duty-girl
Frum, L. (2012). The future world of 'Call of Duty: Black Ops II.'. CNNTech.com. Retrieved from http://www.cnn.com/2012/11/13/tech/gaming-gadgets/call-of-duty-future-tech/index.html
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Integrated Marketing Strategies. (n.d.). M.U.S.E., Colorado Technical University. Retrieved from https://campus.ctuonline.edu/courses/MKTG430/p1/hub1/3329.pdf
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References
Kunin, M. (2012). Why Girls Should Create Video Games. Huffington Post. Retrieved from http://www.huffingtonpost.com/madeleine-m-kunin/why-girls-should-create-v_b_1501601.html
Marketing Inspiration in Product and Package Design. (n.d.). M.U.S.E, Colorado Technical University. Retrieved from https://campus.ctuonline.edu/courses/MKTG430/p1/hub2/15288.pdf
Piermatteo, L. (2012). Live Chat 2. Integrated Marketing Strategy Capstone. Colorado Technical University.
Sirgy, M. & Rahtz, D. (2007). Strategic Marketing Communications: A Systems Approach to IMC. Mason, OH: Thompson.
Text. (n.d.). M.U.S.E, ColoradoTechnical University. Retrieved from http://coursebuildercontent.careeredonline.com/Assets/40000/39904.pdf
Using Design Elements to Communicate. (n.d.). M.U.S.E, Colorado Technical University. Retrieved from http://coursebuildercontent.careeredonline.com/Assets/30000/25928.pdf
Vollmer, C. (2008). Always on : Advertising, Marketing and Media in an Era of Consumer Control. New York, New York: McGraw-Hill.