STAR WARS BATTLEFRONT II PROMOTIONAL REPORT

In 1000 words compare the impact of two promotional methods used in the launch of one game
across two different media platforms. You can use screen shots to exemplify what you analyse.

Introduction:

• Introduce the game, mentioning the Star Wars film franchise, and say when it was released
(UK). Which institution made it and what platforms is it available on?

• Say what the genre of the game is and clearly identify the target audience. Say what the
PEGI rating is.

• Introduce the idea of games marketing across media platforms. Why do institutions do this?

• Say which promotional methods you will be comparing: the Star Wars Battlefront 2 Live
Action Trailer TV Commercial 2017 trailer and the official website.

• What is the purpose of the website/trailer – how do they differ?

• How does the audience of the website differ slightly from the trailer?

• Where would I see the trailer?

Trailer: Representation of character

● Describe the narrative of the trailer.

● What do the two characters in the trailer represent? Give examples of how these
representations are constructed. Link to film. Bring in Levi-Strauss’s Binary Oppositions
theory.
● Representation of the male character (PEEL para on his construction. What does he look
like? What sort of things does he like to do? Bring in stereotypes. How does this appeal to
the audience?)
● Representation of the female character (PEEL para on her construction. What does she look
like? What sort of things does she like to do? Bring in changing ideologies and reasons for
this, including institutional. How does this appeal to the audience?)
● How is their relationship represented?
● The trailer shows the two characters growing up from small children to young adults – what
does this say about the franchise and the legacy of the brand?

Trailer: Representation of setting and gameplay

● Representation of setting in the “real life” section of the trailer. PEEL para. How does this
appeal to the audience?
● Representation of setting in the “game play” section of the trailer. PEEL para. How does this
appeal to the audience?
● Representation of the game play. How does it represent the genre of the game and what will
be involved in playing the game? (e.g locations used, action adventure shooting game)
● Not much game play is actually used - what is the institution relying on instead? (legacy of
the brand. Reinforced with use of iconic music)
 ● What uses and gratifications does this sort of game offer the audience?

Website: Representation of setting and gameplay

● The website does not use the live action narrative from the trailer. However there are
similarities
○ REpresentation of genre (what is shown?)

● Representation of setting and what this shows about genre & gameplay on website – what
does the animation show and why?
●
Institutional Aspects of the Trailer

● PEEL para about institutional aspects of trailer (e.g. DLC, outfits, retro skins, VR support etc)
● PEEL para about institutional aspects of trailer (Institutional logos at the start like a film –
why do they do this? Reviews – why are they included?)
Institutional Aspects of the website

● How does the home page create synergy with the trailer? –e.g colour palette, typography,
images etc Emphasising legacy and brand

● Layout of website – how does it want your eyes to track around it? Hyperlinks, tabs, roll
overs, minimised navigation bar, very visual with not much text, rule of thirds

● Opportunities to buy game – any uses of call to action or directional cues?

● Log in/Register, social media icons – benefits for audiences and institutions?

● Below the fold content: what is there and why? Benefit for consumers and institutions?

● Institutional details at the bottom – what’s there and why? (developers logos, copyright,
PEGI rating, platforms it’s available on - convergence of technology)

The trailer as a promotional tool

● How effective is the trailer as a promotional tool?

● How does it appeal to new audiences and existing audiences of the game?
The website as a promotional tool

● How effective is the website as a promotional tool?

Conclusion

How effective do you think that the branding is between the website and the trailer – how do they
synergise? Effectiveness of the cross-media marketing campaign? How the promotional methods
work together to target the audience?