When you’re marketing a product, you’re supposed to look at things from many perspectives. A brand perception isn’t a one-way street when it comes to how people react to how companies execute their marketing scheme. And the latest marketing stunt by an advertising company is a reminder that you must do things thoroughly, instead of just waltzing out there and “doing it.”
UbiSoft, developers of the Splinter Cell contracted Monaco Corporation to market Splinter Cell: Conviction, when they in turn hired yet, another marketing firm to do the job. What? Monaco Corporation can’t pull a marketing stunt of their own? What game promoter contracts out another marketing firm to do the job for them?
Nonetheless, the actor that the marketing firm hired was dressed as Sam Fisher in his signature stealth suit. The actor arrived at a bar called “Degree” and decides to pull out a fake pistol pointed at the Degree patrons. The customers were drinking outside of the bar when he pulled the gun out. When he did, the customers were diving into tables for cover, yelled out “he’s got a gun!” Which in turn scared the other patrons inside the bar.
This is NOT the way to do it, Monaco! Your marketing firm should have done the following, to ensure that the cops don’t come out pointing guns at your actor. The better way to do it would have been:
– Talking to the Degree Bar owners or managers about staging a marketing event. This includes whatever you want. You can even bring out the same actor and dress you used in the first place.
– Place a banner of Splinter Cell: Conviction across the bar, while doing the same stunt you wanted to do in the first place. It would have given the “Ah-ha.” feeling when they look around.
Splinter Cell: Conviction is an Xbox 360 exclusive slated to be released on April 13th, 2010. So, its out on store shelves as you read this. Don’t forget, if you buy the game, you get exclusive beta invitation to Future Soldier.
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