Innovative Marketing for Starfield
397 Words | 1 Min 40 Sec
Since its inception to the Microsoft eco-system in early 2021, Bethesda Softworks has released a new sci-fi-inspired game, Starfield, on 6 September 2023. Additionally, since it's an Xbox Series X|S title, you'd expect that going up against rivals like Sony's PlayStation Studios would result in a distinguishing marketing strategy for Starfield.
Well, it sure did distinguish itself. The marketing team for Starfield has effectively manipulated a core pillar of the RPG (role-playing game) into a superbly executed campaign featuring a 1001 unique billboard adverts scattered across the world. The campaign invites audiences to engage in a scavenger hunt to identify all 1001 adverts. That's pretty awesome.
While listening to Lex Fridman's interview with Bethesda's director and executive producer Todd Howard, I was amazed by Howard's passion for developing Starfield. He even teased the magnitude of Starfield's open world by mentioning the number of planets players can explore. Ultimately serving as one of the game's distinctive USPs, it is key that this is conveyed within distributed communications content. However, distributing 1001 unique adverts is quite a radical feat.
It is a nice epitome of quid-pro-quo. The campaign invites audiences to engage in this scavenger hunt to identify these 1001 either coincidentally on their commute or by engaging in an intentional hunt for these adverts (the hardcore and dedicated choice). Subsequently, they will most likely capture and post the billboard on social media which is a strong example of earned media.
But, at Communications Corner, things must be critically analysed to prevent positing a biased view. This campaign aims to inevitably start a scavenger hunt for these 1001 billboards, but for whom exactly?
Firstly, the game is an Xbox exclusive (and available to PC players) meaning PlayStation players are out of the equation (assuming they don't own a PC or Xbox). Secondly, advertising on billboards is a common example of indirect marketing, meaning it is exposed to pretty much everyone. Consequently, how many people are going to be informed that this is a scavenger hunt and want to engage in it? Will this amount to the earned media and hype Starfield's marketing team anticipated?
After scrolling Starfield's social media pages, I failed to identify any relevant posts that inform audiences of this campaign. The only way people are going to know this is part of a campaign is from the identification number (/1001) on the bottom right.
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