Slides for marketing and graphic design

Captain Cheddar Marketing

Friday, 27 June 2014


Target audience iphone home

screen

Text


App store top 20: descriptions


Our target audience is older children to pre-teens (7-15)


Abstract

Gameplay/Screenshot

Character Title as text

Language as image Symbolic

Scotts 6 different app icon ideas


Zoe’s 6 different app icon designs


I tried out a background that has depth to it and also stands out, i used the colour scheme of orange

and yellow that match the colours of the main character, i also contained our main character

Captain which adds clarity and consistency.

Character/Action

Kaylee: If the game was well known it would be obvious because of the main character. I like how the colours blend in really well, as the background has two different tones orange/yellow. Makes captain cheddar stand out.

Kaylee: Looks clean and tidy. The character was made to a high standard as well as the background

Kaylee: The consistency was kept, it is relatable to your game since the main character appears clearly on it, the colours correspond well with

the colour scheme.

SCOTTS APP ICON PEER ANALYSES


Gameplay/ screenshot

I simply used a screenshot from the in-game screen, this ultimately gives the audience

the best possible view of what to expect fromthe game.

Kaylee: Good: I like how you can see the whole of the game and whatsinvolved. Bad: Looks a little blurry.

Kaylee:Good: Looks clean and easy to know the genre is a fishing game. I like the use of child friendly colours, which stands outand make the game fun. bad: needs more fishes involved. looks empty?

Kaylee:good: Fits in really well with the game, with the fishing boat, fish, sand and sea. Bad: N/A

SCOTTS APP ICON PEER ANALYSES 2


ZOE’S APP ICON PEER ANALYSIS


ZOE’S APP ICON PEER ANALYSIS 2


Zoe’s app icon design ideas with colour


APP STORE AGE RATINGS

I would rate our game 4+ since it contains no scenes of drugs, imitable behaviour, nudity, foul language, sex threat or violence. However the

main character captain cheddar is not clothed, but this would not been considered nudity since he has no human features such as nipples, he is simply a piece of cheese. And although there are scenes of catching fish which could possibly considered violence, they are all animated and as

soon as the fishing hook makes contact with the fish they simply disappear, therefore this is no problem either.


App Cost

I have decided to make my game free on the app store as opposed to charging for it. Our target audience of children to pre-teens may be slightly isolating since they most likely do not have their own form of income to use. Making our game free will attract a wider audience without people snubbing it due to not wanting to pay for it. Also after doing research i discovered most games in this genre are also free, therefore us also making it free helps us to compete with other apps that are similar to ours.


Scotts PeerEvaluation Of Black & White Icon

Zoe: I think your second app icon looks more professional, I love the effect for Captain Cheddar, it makes him seem mysterious. I prefer the 2nd app icons logo, the writing on the 1st

icon for the logo brings the attention away from the title ‘Captain Cheddar’. Maybe add some shading in the background, it might look a little plain when colour is finally added.

Before After


Zoe’s PeerEvaluation Of Black & White Icon


Schedule

We decided to release our app game on the May 1st on the Thursday. This was a deliberate decision since it is away from

the Christmas period which is notoriously hard in terms of

competition.

We release promotional posters on the 24th of April exactly a week before the

release of our app game.

Our merchandise is released on the 3rd of may 2 days after the release of our game, this is in attempt to generate

hype for the game release week.

Our Twitter will be launched just under a month before release on the 7th of

April, in order to build up our following and social media following up towards

release.


AIMS OF AN ADVERTISING CAMPAIGN

The main aims of our advertising would be to expose our game to a wider audience via different forms of promotion such as web banners, stickers, posters. Other different possible ideas could include creating a social media account on both Twitter/Facebook in order to reach out to a larger audience from Retweets and shares sand keep a following up to date on our different special offers, and also gain a wider audience from it.

Primary aim -

Get approximately 100 downloads of the game within the first month.

Secondary aim -

Build on the Captain Cheddar brand and get 300 twitter followers on it’s account.

Direct Ads: T-shirts with the Captain Cheddar logo, and hoodies, and a twitter account that is based around the fishing theme.

Indirect Ads: Ask a few YouTubers to play the game and review it in a video.

Promotion: Give shout outs from Captain Cheddars twitter, competitions to win merchandise, interact with the public via twitter.


Social Media Idea’s & Research

Twitter is a useful platform to use in order to gain exposure to our game. I have created a twitter account for our game ‘Captain

Cheddar’, in order for the Twitter to impact i will need to build up a following and get Retweets from the account, to do this i can ask relatives and associates to Retweet several tweets made from the Captain Cheddar account to spread it to their following. Also in

order to gain retweets the content of the tweets will either have to be interesting or funny enough for people to want to retweet it.

After some research i have discovered the following ways to insure more Retweets:

- Tweet on Sundays, since there are more online users that day- Tweet before 10pm, before people go to sleep.

- Using hashtag’s increases the chance of getting retweeted, five hashtags gets an average of 0.301 retweets vs 0.116 retweets with no hashtag. That is

nearly a 300% improvement.- Picture tweets also increase the chance of being retweeted substantially, as

demonstrated in the chart on the right hand side.


Twitter Account

To interact with fans of the game, give opportunities to win prizes and expose my game to a larger audience i created an official twitter account for Captain Cheddar: The aim of the #CheddarChuesday is to give

away merchandise bundles to one of the people that retweet the tweet. This will encourage people to retweet our tweet and therefore expose our account to a larger audience. Furthermore, the idea of doing in one Tuesday every month means that people may check the Captain Cheddar account more regularly in order to have opportunities to win.

To maintain interaction with the accounts following, we will be doing a daily #CheddarChoiceQuestion in which we will ask a captain/fishing/pirate/cheese related question. There will be two options available, and to answer the audience will either Retweet or Favourite depending on what they think the answer is. This will not only keep our followers entertained, but it will also encourage to RT and FAV the tweets.


CAPTAIN CHEDDAR VIDEO ADVERT

LINK: http://vimeo.com/97326947


http://vimeo.com/97326947

http://vimeo.com/97326947

MARKETING DESIGNSThe Wallpapers Posters/ Billboards Hoodie, Stickers, Towel, App icon


Scott’s DesignsWallpapers Hoodie, Sticker and towel

merchandise


Zoe’s Designs


Publicity stunt

Our idea for a publicity stunt is to gather a small group to dress up in human sized costumes of our characters, such as Captain Cheddar, and a Jelly Fish, this will attract attention if we target town centres around the area, our team will be handing out small paper leaflets of our poster and encouraging people (mainly children and pre-teens) to

take pictures with the characters and post them on twitter with the hashtag #CaptainCheddarSelfie and our twitter account will retweet them in return.


MERCHANDISE DESIGN IDEAS


Budget

Billboard Cost

Typically, a 6 sheet poster costs around the £200 per 2 week mark requiring a minimum of a 2 month booking period and an additional cost for the vinyl is dependant on the amount booked but typically a 6 sheet is approximately £120.

Cost of customised hoodies

The cost to produce a customised hoodie with our logo and writing will cost approximately £10 each item, for profit we will be selling these hoodies for £16.

Publicity stunt & Leaflets

Our leaflets will be created and printed our self for little cost, which we are handing out for the publicity stunt and therefore will not cost us any extra. However, for our giant Captain Cheddar costumes we will need to produce and create customised onesies for our team to wear, each onesie will be approximately £15 to produce each, with 3 onesies to make, totalling a cost of £45.


Promotion

StickersThis is my idea for two possible designs for our ‘Captain Cheddar’ game stickers, possible ideas could include cooperating with a kids magazine to try and get our stickers as a ‘free gift’ inside. This will not only help to get exposure for our game, but the magazine may also be more inclined to accept this deal since their profits may rise due to consumers wanting the free stickers.

TWITTER ACCOUNT

We will promote our twitter via our leaflets that we’re handing out in our

publicity stunt, we also encouraged the people that take pictures with our

characters in the costumes and post them to twitter with the hashtag

#CaptainCheddarSelfie this along with putting into place what we discovered

in our social media research will help to kick start our account.

Merchandise


CHANGES MADE, BASED ON PEER FEEDBACK



Potential Change 1

One piece of feedback we received was that our target audience did not contain enough research, and that the target audience was also not clearly highlighted enough.

In order to improve this we will need to do more thorough research and gather statistics of our target audience, in terms of which children to pre-teens actually have a disposable income in order to purchase are app, along with general information on how we aim to grab the attention of our target audience, and due to the young audience, we should perhaps consider aiming towards the parents of the target audience.


Potential Change 2

Further advice we received was that our publicity stunt should contain pictures to give a better representation of what our publicity stunt entails and what we aim to achieve.

To improve this we plan to design large Captain Cheddar character onesies/costumes and display them in our publicity stunt slide.

In order to take this further i would create a more detailed plan of our publicity stunt and explain why this particular stunt will help with publicity for our game.


Potential Change 3

Another potential change that we could make, and one that was featured in our peer feedback is that we should re-think our social media targeting.

Due to our young audience for the game, we may need to think of other ways to target them via social media. Our campaign is quite heavily focused on Twitter, and although there will be some pre-teens and parents of our target audience using Twitter,our younger target audience may be isolated since they may be too young to be using it. In order to change this we will need to do research into the amount of pre-teens actually use twitter, and search for other ways to reach our target audience on the younger spectrum.


Slides for marketing and graphic design

Technology

app game

game free

game screen

fishing game

game fun

different app icon ideas

game release week

app cost