Rockstar Marketing Techniques

GTA Advertising

- Starting Point

• Masively succesful GTA series
• Already establised fancommunity
• Many request for reviewing
• Some controverly over Hot Coffee, making sure doesnt happen again,

- Challanges

• No lase hook - such as 80s Miami or 90s California
• No cultural short cuts
• Set in present day, so no retro look
• Ensuring that the hype matches the final product
• Maintain interest up to release

- Strategy

• Guerilla and viral marketing
• Drip feed information to the specialist and mainstream press
• Co-operative marketing with Microsoft
• TV, press and bill board advertisements
• Liaise with the fansites and fan communities
• Build-up to a Hollywood blockbuster style launch day
• Simultanious release on PS3 and Xbox 360.
• Microsoft exclusive Downloadable Content (DLC)

Rockstar Studios

Rockstar games

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GTA Announcements

9th May 2006 Rockstar Announces GTA IV

October 2007 Release Commfirmed

1st March 2007 launch sites created, with a countdown to the release

29th March 2007 logo and First Trailer Release

• Trailer 1   29/3/07         "Things will be different"

Focuses on the liberty city environment and introduces the new Eastern European character, Niko Bileci.

• Trailer 2    28/6/07        "Looking for special someone"
• Trailer 3    6/12/07        "Move up ladies"
• Trailer 4    27/3/08        Final trailer a month before the game release

RockStar Games Present:
Grand Theft Auto Highroller Club

• GTA: Highroller Club would be released in april 2012. First on PS3 and then Xbox 360.
• Although release wouulod be announced two years earlier
• Gorrilla marketing starting april 2010.  With hidden advertisements around New York and London.
• First drop feed site and trailer January 2011
• Four trailers releases upto March 2012, one month  before the game release.
• TV commercials starting two weeks before the release.
• Special review contracts with Sony PS3 for an early review of the game.
• First game release would be an add-on to the original game, then released separately as a fll game.
• A contract with Play.com to release the game a day eaarly for customers who have pre-ordered the game, two months earlier.

Rockstar information & Game PP

GTA IV Case Study

Gta IV

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Exam Date

12th January 2011 2 hour Written Exam

Tutor Blog Page

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GTA IV Research

GTA IV Research

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