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HOW DID IT END
Hunter Kincheloe & Dashiell Sarnoff 11/20/2015
Instagram campaign
for Naught Dog studio
How Did It End
Summary: (How did it end) is an Instagram campaign to promote Naughty Dog studio’s
newest game “The Last of Us.” The campaign starts with a picture taken by the marketing
team based on the first topic of the 12 listed, and write a brief summary about how the main
characters in “The Last of Us” Joel and Ellie came upon the environment. We will then ask
participants on social media to take a picture of an environment that in some way relates to
the topic of the week, and be asked to give a brief description of how or why Joel and Ellie
went to that location. The pictures the public takes should follow the theme of each week.
This will continue for 12 weeks and every week one user will be selected as the winner and
receive copy of the newest Naughty Dog game and receive a ticket to enter to win the grand
prize. Every user that participates in the contents will receive a ticket that enters them into a
final lottery. Winning a subject of the month will gain them entry to win the grand prize.
Goal
The goal of the social media campaign is to generate brand recognition for Naughty Dog
studios, PlayStation, and product awareness for “The Last of Us.” The benefit of having the
camping on social media is that the followers who joined for the contest will still stay
followers well after and will benefit us for later brand recognition and product awareness for
future campaigns
How contestants participate in the contest
Contestants will take a picture of a location that they think fits the theme of the week, and
then add the hashtags #Howdiditend, #NaughtyDog, and a brief summary of how or why
Joel and Ellie went to the location, the summary should also relate to the theme of the week.
Contestants will then submit their photo to Naughty Dog’s Instagram page. Contestants can
increase their chances of winning through the following methods. Following Naughty Dog on
Facebook, Instagram, and Twitter, then the contestants should share their pictures across
all of those social platforms, the contestants can receive an additional entry by updating thir
face book profile picture to have a “Last of Us” overlay.
List of 12 topics for each photo of the week
1. The Beginning
2. Escape
3. Panic
4. Destruction
5. Wasteland
6. Community
7. Health
8. Paradise
9. Power
10. Retaliation
11. Final Stand
12. Victory
Landing Page:
http://NaughtyDogInstagramContest.instapage.com
The landing page will enhance the success of the campaign by giving contestants a quick
overview of what’s in the contest, and what contestants can win. The landing page is
designed to give customers only the information they care about, in as few words as
possible. This is to remove as many steps in-between the customer and participation, thus
increasing the overall chance of return on investment.
Contest Submission Information
Submission process:
The contest will go on for 12 weeks, and at the end of every week a winner will be chosen
out of the participants. The winner’s picture will then be posted to the contest main page.
After all 12 weeks are finished and the pictures are posted, we will then make a 2 min video
talking about how the story began and how Joel and Ellie got to each place. The video will
be done in a narrative style much like the launch trailer for “The last Of Us.”
How to promote the contest:
The campaign will be promoted on sites like Facebook, Twitter, Twitch partners, YouTube,
fan pages, blogs, and partner sites associated with Naughty Dog. Contestants will be able to
opt in to an emailing list which will give contestants the option to hear other Naughty Dog
and PlayStation news and other promotional contests.
Assets required
1. 2 Different shareable web images for marketing
a. How to participate
b. What they can win
c. How long the contest is going on for
2. Main page for the web contest content
a. People can read rules of contest
b. See winners
c. See current submission
3. Landing page for the contest
4. Video editor
5. Voice actor for the video
6. End prizes
7. (Optional Asset)
a. Filters to give a wasteland feel to photos
Content Strategy
Goal: Get closer to customers through dialogue and participation: Since digital
channels work best when joined with others, the goals here should also include online visits
prompted by traditional offline media. Our group plans to excel through communications
channels, to engage our audience through. We plan creating detailed conversions or budget
models which allow us to set goals by channels for reaching and influencing our audience.
What we plan to produce: With the assistance of our improved social media presence we
can reach our target market and the friends of those people with very little resource
commitment on our part. By developing teasers for future games, guides/tutorials, and
contests and generally supporting our community we expect that the investment we put into
our community to be returned in kind with more traffic to our social media sites, and a
positive brand appearance.
Our Objective: The goal of the social media campaign is to provide for our community and
support for our customers. Our customer’s happiness and feedback is what we rely on as a
gaming company. We are always actively checking our websites forums and social media
connecting with our followers, answering their questions, and interpreting their feedback to
improve their gaming experience.
Our Audience: Our target market is not gender specific and between the ages of 18-36 this
information applies to how we structure our emails, status updates, and landing page
information and in no way limits the contestant’s ability to participate in the contest. We want
to cater to every follower we have, and give them a chance to win and receive prizes. A
majority of our target market uses social media and spends a large portion of their free time
using social sites like Facebook, twitter, and so on.
Promotion: We plan to promote our company through Instagram, Facebook, and Twitter to
cater to all audiences who use them. We will be updating our social media sites daily with
information about our contest, sharing videos about the company, downloading able content
like wallpapers, and engage with our audience by asking questions and responding to
customers. We will encourage our followers to checkout our website and sign-up for our
emailing list to receive discounts for future content and information on upcoming events and
news.
Schedule/Time: Every first Monday we will release the topic of the campaign and promote
make one post promoting the winner of last week’s campaign. Across the social platform we
will be do a mix of promoting the event, responding to comments, uploading videos, and
other promotional content. For a more in-depth look at the schedule please reference the
social media marketing plan schedule
Keywords
Information based on Google AdWords
Keyword Search Pop
1. Contest and Sweepstakes
3.6k 2. Photography
Contest 5.4k
3. How did it end
110
4. Instagram contest
2.9k 5. Instagram 45M 6. The Last
of us 1M
7. Naughty Dog 1.1M 8. PlayStation 2.24M 9. PS4 1.36M
10. PlayStation 4 5M 11. Sony 5M 12. Video
Games 3.35M
Total Cost for 12 weeks
$4,500
Competitor Analysis
Currently I have been unable to find any direct competitors attempting to do our exact social
media campaign, however there is a lot of competition in general on social media, as other
companies attempt to grow their presence via other media strategies.
Strengths
Unique value proposition
Strong customer participation incentive
Powerful brand presence and recognition
Extensive social networks on partner sites
Weaknesses
Strong market presence
Continual maintenance
Opportunities
Improve awareness of upcoming title
Reach untapped markets
Growth of brand
Threats
Copycat campaigns
Media exposure not meeting ROI
Potential for bad PR
5 Forces
Reasoning: As of right now Naughty Dog studios currently have 7K, followers on Instagram,
628K likes on Facebook, and 959k followers on Twitter. We’re looking to capture 60% of
PlayStation’s viewers, and channel the views into our social media sites to improve the
sales and customer awareness for the upcoming release of “The Last of Us”
Email Marketing Plan
Purpose: There are two main goals for the email marketing plan. The first is to keep the
customer up to date on the contest via three emails a week. The first email they will receive
on Monday, this email will remind them that a winner has been chosen for last week’s topic
and that a new topic has been chosen. The second email will go out on Thursday reminding
the participant that the weeks contest is coming to a close and that if they wish to submit to
the contest they are still able to, the final and third email will go out on Saturday stressing
the urgency of the upcoming deadline for the contest. The second goal of the email is to
generate brand recognition about both Naughty Dog and the “The Last of Us”. We will
accomplish this by offering customers the opportunity to receive news updates about “The
Last of Us” when they initially sign up for the contest and as a side note in every reminder
email.
Target Audience:
Age: 18 -36
Education: High school - college
Gender: Male & Female
Interests: PlayStation, Video Games, Social Events, Naughty Dog
Personality 1: Martha is 25 and a gamer who doesn’t avidly check her Instagram because
she doesn’t have many followers, but does check her Facebook and Twitter any chance she
gets to keep up to date wither her friends and news about people or corporations she cares
about.
Personality 2: Dave is 19 year old male and avid gamer and plays daily. He does not
possess a twitter or Instagram, but does have a Facebook. He heard about the competition
and is always interested in free stuff.
Personality 3: Steve is 35 year old male and avidly checks his social media outlets for
information about his favorite companies. He heard about the competition and while he
doesn’t participate on Instagram too much he thinks there’s no harm in going outside once a
week to take a picture and share it with his friends.
Incentive: Prize list
1st place: Receive a customized gaming desktop, Receive a free copy of the newest game
and a T-Shirt signed by Naughty Dog team, a few posters, and some other additional Swag
2nd place: Receive some naughty dog merchandise
3nd place: Receive a poster of the new game signed by the team, and a 25$ gift card to the
PlayStation store.
4th pace: 25$ Gift card to the PlayStation store.
Sending Schedule
Emails about the contest will go out on Mandy & Friday to remind the customer about the
contest, the winners, and the theme for each week.
Social Media Marketing Plan
Social Network Tone
The messages should be structured as though the customers are talking to someone who is
in their close friend circle, or someone that they met recently, but know that they can use
similar lingo from gaming culture. We plan to model our online persona after is PlayStation’s
Facebook page, or apply to a more niche individual markets, by modeling our content after
Facebook pages from specific games, such as Call of Duty, Fallout 4, or The Wither 3.
As far as our brand persona relationship with the customer, think that the customer has just
met our brand at a meet up and we are asking them questions about themselves to make
them feel comfortable, welcome, and important.
Posting Strategy:
We should be posting information that is relevant to “Last of Us” and “Naughty Dog.” These
posts would be wallpapers, fan art, information about the game, interviews with the studio,
and pictures of the game with quotes, trailers, teasers, and ways to get views on exclusive
content, what people can expect to see from us at big convention.
Social Media Schedule
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Promote Topic for the week
2 posts about content related to the studio
Ask two questions relating to the upcoming game
3Pictures 2 posts asking questions
Post a downloadable wallpaper of the winning picture
Interview with a specific part of the studio
Promote Topic winner Post a downloadable wallpaper of the winning picture
Promote Topic for the week
3 posts about pictures in the studio
Post two teaser pictures about the upcoming game
Post a picture about last week’s winner
5 Pictures around the office
Promotes interview 3 pictures one picture with quotes
Promote Topic winner Post a downloadable wallpaper of the winning picture
Promote Topic for the week
Updates about contest and news about the studio
Post 2 Status about the contest
Updates about contest and news about the studio
Post 2 Status about the contest
Promotes interview 3 pictures one picture with quotes
Promote Topic winner Post a downloadable wallpaper of the winning picture
Posting Times
Twitter – 1-3pm weekdays
Facebook – 1-4pm and 2-5pm weekdays
Instagram – 5-6pm weekdays and 8pm on Mondays with a sweet spot at 6pm
Marketing Plan Acquisition and Conversion Strategy
Customer Acquisition Strategy
Customer hears about our campaign via social media, the interest in the on-going campaign
leads them to our landing page which they find out more information about the contest as
well as the game, the website asks if they would like to subscribe to the contest to hear
about updates as well as news about Naughty Dog, and encourages the customer to share
their post via the recommended social media sites to increase their chances of winning.
Referral Strategy
Contestants will be encouraged to share their post on social media platforms to gain extra entries into
the contest. A contestant will be able to gain up to 3 extra entries per submission into each weekly
category. The referral process is as follows.
1 extra entry for sharing the post on social media: (Facebook, Twitter, Instagram)
1 extra entry for referring a friend
1 extra entry for liking Naughty Dog’s Facebook (Can only be done once)
1 extra entry for changing their Facebook Profile picture
Retention Strategy
Contestants will be retained throughout the 12 week period leading up to the release of the new game
via the contest.
Social
Media
Exposure
expsoure
w
Target
Market Subscription Refer a
Friend
Extra
Entry
Marketing Plan Goals
Marketing Goals/ Metrics
Goals Possible Metrics
Brand Awareness Website Traffic, Page Views, Video Views, Document Views, Downloads, Social Chatter, Referral Links,
Engagement Blog Comments, Likes, Shares, Tweets, +1s, Pins, Forwards, Inbound Links, Heat Maps, Click Patterns
Lead Generation Form Completions & Downloads, Email Subscriptions, Blog Subscriptions, Conversion Rate
Sales Online Sales, Offline Sales, Manual Reporting & Anecdotes
Customer Retention/Loyalty Percentage of Content Consumed by Existing Customers, Retention/Renewal Rates
Upsell/ Cross-Sell Sales for New Products, Services
Key Performance Indicators:
We will be looking at specific metrics to measure the ROI of the marketing campaign. These metrics
for now include, but are not limited to the following bullet points.
Unique Victors
Geography
Page Views
o # of Comments
o # of Shares
Mobile Readership
Search Engine Traffic
Bounce Rate
Conversion Rate
Inbound Links
These metrics will be tracked Via Google Analytics and all the information will be totaled on a monthly
basis to give Naughty Dog studios an understanding of what platforms are bringing in positive returns.
