For this task we had to collect a range of advertising material for a game. I chose GTA V, the highly anticipated sequel to GTA IV. The game released on Xbox 360 and PS3 on the 17th September 2013, it is set to release on the Xbox One and PS4 on the 18th November 2014 and Windows PC on the 27th January 2015. The budget for GTA V was rumoured to be over $265 million, with $150 million spent on marketing and advertising, which at the time, was the most ever spent on development and advertising of a video game. (Recently beaten by Activision's Destiny, which had a combined budget of $500 Million).
What sets Rockstar's advertising campaign aside from most media products is their combined use of Viral and Guerilla marketing.
On the left you can see a screenshot of the website "LifeInvader". This is a social networking site created by Rockstar which features in the game as a parody of Facebook. Users can access the site both in game and in real life, this is Rockstars well known, controversial humour to get encourage users to spread it around.
Rockstar also has social networking accounts to advertise their games over Twitter and Facebook. Here you can see them promoting a trailer for the Next Gen version of GTA V, to their 3,620,000 followers.
This is the launch trailer for the Next-Gen, (Xbox One and PS4) versions of the game. It showcases the enhanced graphics of this version of the game over the Old Gen, (Xbox 360 and PS3).
This is the official trailer released by Rockstar to commemrate the games orignal release in 2013. This showcases the main characters in the game and their lives.
It also shows off the city of Los Santos, based of Los Angeles, CA, which has been built from the ground up by the development team.
This is the "First Person" trailer, which is showcasing the new viewpoint available in the Next Gen and PC versions of the game. The game originally released following a Third Person, Over the Shoulder viewpoint. This new viewpoint will change the game dramitcally and will appeal to fans of FPS's who were put off by Grand Theft Auto's TPS viewpoints.
Below is a complilation of other advertising techniques that Rockstar incorporated to advertise GTA V.
These include:
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