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25
and upload players’ feedbacks and related content (event photos, videos) after the event.
In October 2010, Blizzard Entertainment hosted its annual BlizzCon, which is a
comprehensive convention (developer panels, game contests, shows and performances)
for players around the world. The company announced the event on Facebook as early as
March 2010 and continuously built buzz among fans by disclosing event details up until
the event. During the two-day event, the fan page posted daily summaries recapping the
highlights and sharing relevant stories from other sources. After the event, the company
continued to upload event photos and videos onto the fan page, and encouraged players to
post their own event-related content. From March to October 2010, 27 BlizzCon-related
posts were posted on the Blizzard fan page with each post having hundreds of responses;
the feedback for posts closer to the time of the event eventually surpassed 5,00022.
The Rockstar Social Club is a typical example of an online event. This niche social
website has a separate page named “Multiplayer Events” that announces and manages in-game
challenges. The page also streams live video of the ongoing challenge and allows
real-time chat among viewers. Again, relevant content is shared via connected social
media tools.
22 Official Blizzard Facebook page. Data retrieved from http://www.facebook.com/Blizzard
Object Description
| Title | Social media's role, utility, and future in video game public relations |
| Author | Zhang, Yun |
| Author email | zhangyun@usc.edu; raynezhang121@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-03-20 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-04-26 |
| Advisor (committee chair) | Burghardt Tenderich |
| Advisor (committee member) |
Jay, Wang Dimitri Williams |
| Abstract | As two industries that rely on the evolution of computer and information technologies, video game and social media have undergone tremendously rapid development in a short period of time. At the same time, both industries share a similar user group, too. The two similarities lead to the author’s belief that there is a natural compatibility between the two seemingly irrelevant industries, and that social media is an effective and efficient channel for video game marketing and PR.; Therefore, this thesis is intended to explore the state of marketing/public relations activities of the video game industry in the new social media context. It explores the social-network presence of some popular video games, the online communication strategies/tactics employed by their companies, and the effectiveness of such activities. Based on these analyses, the author proposes a comprehensive social media framework for video games, and recommends corresponding PR/marketing strategies as well.; The thesis also includes the author’s predictions on the possible social media trends for video games in the future. As conclusion, the author provides a primer that lists recommended social media “do’s” and “don’ts” for game companies. |
| Keyword | public relations; video game; social media; marketing; communication |
| Coverage date | 2000/2010 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3784 |
| Contributing entity | University of Southern California |
| Rights | Zhang, Yun |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | cisadmin@lib.usc.edu |
| Filename | etd-Zhang-4542 |
| Archival file | uscthesesreloadpub_Volume23/etd-Zhang-4542.pdf |
Description
| Title | Page 30 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 25 and upload players’ feedbacks and related content (event photos, videos) after the event. In October 2010, Blizzard Entertainment hosted its annual BlizzCon, which is a comprehensive convention (developer panels, game contests, shows and performances) for players around the world. The company announced the event on Facebook as early as March 2010 and continuously built buzz among fans by disclosing event details up until the event. During the two-day event, the fan page posted daily summaries recapping the highlights and sharing relevant stories from other sources. After the event, the company continued to upload event photos and videos onto the fan page, and encouraged players to post their own event-related content. From March to October 2010, 27 BlizzCon-related posts were posted on the Blizzard fan page with each post having hundreds of responses; the feedback for posts closer to the time of the event eventually surpassed 5,00022. The Rockstar Social Club is a typical example of an online event. This niche social website has a separate page named “Multiplayer Events” that announces and manages in-game challenges. The page also streams live video of the ongoing challenge and allows real-time chat among viewers. Again, relevant content is shared via connected social media tools. 22 Official Blizzard Facebook page. Data retrieved from http://www.facebook.com/Blizzard |
