Packaging a New Audience

Sabrina Mergenthaler

Colorado Technical University

Current Packaging

ConsistencyBox cover across all platforms; use of shadows & weapons to communicate content

Lifestyle Any-man’s Soldier; quality story-line and graphic content; expectations

DeliveryMaintained promises; reach; location

Package Limitations

Communicated Not Communicated

• Violence/Death/Blood• Mature Content• Not for Everybody• Real-life-based• Military relation• Weapons

• Value in brand• Quality graphics

• Story-based• Multiplayer capabilities

• Zombies• Setting• Plot

• Any indication of this being a game that females can enjoy

Messages of Packaging

What Women Want• Strength In Female Characters

• More Clothes On • More Brain Matter Than Breasts

Things to Remember• Packaging makes a first impression• First impressions are lasting

• Our lasting message: Bring out the soldier in you

• Grab Attention• Deliver message• Drive a relationship• Propel purchase

• Educate/inform• Uphold consistency of brand values and visions

Packaging Concepts

New Packaging Options

•Exclusive Female Player Mode

• In-game notoriety and perks

• Free Nuketown 2025 Upgrade map

Focus of the Package• Honoring Female Soldiers

• Maintaining Expectations

• Consistency Throughout Platforms

• Consistency in Themes and colors-Symbolism of colors, Text, and Graphics

• Layout Relative To Respective Console Packaging Requirements

• Increased Reputation For Activision And Treyarch

Components of the Cover

• Limited Edition Sticker-Stands out while maintaining the integrity of the game packaging-Informs of newness

• Black Benefits Sticker- Educates consumer on benefits of

purchase

• Partnership Sticker-Indicates the proceed beneficiary- Justifies higher cost

• Traditional Cover Identifiers -Visibility-Familiarity

New Packaging Options Continued

•Exclusive Female Player Mode

• In-game notoriety and perks

• Free Nuketown 2025 Upgrade map

Sample• Mimics Original Call of Duty: Black

Ops II

What’s Inside the Cover?• Partners material

-What is the White House Project?-FAQ regarding WHP

• Call of Duty Girl merchandise mini catalogue and internet address

• Upsales

New Packaging Options Continued

•Exclusive Female Player Mode

• In-game notoriety and perks

• Free Nuketown 2025 Upgrade map

New Packaging Analysis

• Answers the question: What’s so Special?• Reflects the strong woman in more clothes that female gamers want

• Justification of increase cost through explanation of benefits• Exposes partnership that directly benefits young women

• Provides and exclusive mode as well as identifies the player among players as significant

• Connects consumer through image and lifestyle

•What is the Point of Purchase Display?

•How is the display used to capture our audience?

•Connected media

•Placement

New Package, New Display

Activision’s Mission

Embrace Female Gamers

Marketing Goals

Integrated Media

Q & A Session

Concluding package integration

References

Activision. (n.d.). Activision. Retrieved from http://www.Activision.com

Alsem, K., & Wittink, D. (2013). Strategic Marketing: An Applied Approach. Pearson Custom Publishing.

Armstrong, G., & Kotler, P. (2006). Principles of Marketing ( (11th edition) ed.). Upper Saddle River, NJ: Prentice Hall.

Chambers, B. (2012). What Women Want (In Female Video Game Protagonist). The MarySue.com. Retrieved from http://www.themarysue.com/what-women-want-in- female-video-game-protagonists/

Color Symbolism and Emotional Effects of Color. (n.d.). M.U.S.E., Colorado Technical University. Retrieved from http://coursebuildercontent.careeredonline.com/Assets/30000/25544.pdf

Developing Marketing Strategy and Mix. (n.d.). M.U.S.E., Colorado Technical University. Retrieved from https://campus.online.edu/courses/MKT430/pl/hub1/9438.pdf

Fletcher, K. (2010). Women in games today. Wired Gamer. Retrieved from http://www.wired.co.uk/news/archive/2010-03/22/confessions-of-a-call-of-duty-girl

Frum, L. (2012). The future world of 'Call of Duty: Black Ops II.'. CNNTech.com. Retrieved from http://www.cnn.com/2012/11/13/tech/gaming-gadgets/call-of-duty-future-tech/index.html

Gallery. (n.d.). Point Display & Design. Retrieved from http://www.pointdisplay.com/services.html

Integrated Marketing Strategies. (n.d.). M.U.S.E., Colorado Technical University. Retrieved from https://campus.ctuonline.edu/courses/MKTG430/p1/hub1/3329.pdf

References

Kunin, M. (2012). Why Girls Should Create Video Games. Huffington Post. Retrieved from http://www.huffingtonpost.com/madeleine-m-kunin/why-girls-should-create-v_b_1501601.html

Marketing Inspiration in Product and Package Design. (n.d.). M.U.S.E, Colorado Technical University. Retrieved from https://campus.ctuonline.edu/courses/MKTG430/p1/hub2/15288.pdf

Piermatteo, L. (2012). Live Chat 2. Integrated Marketing Strategy Capstone. Colorado Technical University.

Sirgy, M. & Rahtz, D. (2007). Strategic Marketing Communications: A Systems Approach to IMC. Mason, OH: Thompson.

Text. (n.d.). M.U.S.E, ColoradoTechnical University. Retrieved from http://coursebuildercontent.careeredonline.com/Assets/40000/39904.pdf

Using Design Elements to Communicate. (n.d.). M.U.S.E, Colorado Technical University. Retrieved from http://coursebuildercontent.careeredonline.com/Assets/30000/25928.pdf

Vollmer, C. (2008). Always on : Advertising, Marketing and Media in an Era of Consumer Control. New York, New York: McGraw-Hill.