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66
b. Design a creative media pitch based on the nature of the game to engage game
reporters and bloggers;
c. Generate buzz using the actual pitch material. Example: the encryption pitch of
Call of Duty: Black Ops by Activision.51
d. Pitch media endorsement for major discussions on forums and Facebook.
2. Engage third-party media with real game experiences:
a. Invite game reporters and influential bloggers to test play the game before the
official launch, and encourage them to generate game previews.
b. Invite reporters and bloggers to experience the game once it is officially launched.
Encourage them to generate first-hand game reviews on portal sites and major
blogs.
3. Constantly share third-party coverage via other social media tools:
a. Forums—Share relevant stories, such as game previews and reviews, from portal
websites or blogs to generate discussion;
b. YouTube—Share relevant videos from portal websites or blogs to the YouTube
account and spread virally; embed the videos to forums;
51 Call of Duty: Black Ops is a cold war-based shooting game published by Activision, an American game
developer and publisher. Activision’s marketing team designed an encrypted media pitch that requires
receivers to solve a puzzle first before seeing the true content.
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 71 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 66 b. Design a creative media pitch based on the nature of the game to engage game reporters and bloggers; c. Generate buzz using the actual pitch material. Example: the encryption pitch of Call of Duty: Black Ops by Activision.51 d. Pitch media endorsement for major discussions on forums and Facebook. 2. Engage third-party media with real game experiences: a. Invite game reporters and influential bloggers to test play the game before the official launch, and encourage them to generate game previews. b. Invite reporters and bloggers to experience the game once it is officially launched. Encourage them to generate first-hand game reviews on portal sites and major blogs. 3. Constantly share third-party coverage via other social media tools: a. Forums—Share relevant stories, such as game previews and reviews, from portal websites or blogs to generate discussion; b. YouTube—Share relevant videos from portal websites or blogs to the YouTube account and spread virally; embed the videos to forums; 51 Call of Duty: Black Ops is a cold war-based shooting game published by Activision, an American game developer and publisher. Activision’s marketing team designed an encrypted media pitch that requires receivers to solve a puzzle first before seeing the true content. |
