Rockstar: Masters of Hype Management

Posted by: Burth Helm on April 17, 2007

Does it get any better than this?

This was the entire contents of a late-night paid program on FX that videogame developers Rockstar put on the air last month. The Roman numeral IV and the chunk of a multi-day countdown for a videogame trailer. The trailer, released at the end of March, is here:

Now Rockstar is giving ravenous Grand Theft Auto fans (I include myself in this group) another tiny taste in the form of a “world exclusive” May cover story in fanboy mag Gameinformer (and watch how that mag is managing its own hype). If I know gaming mags, that issue might have a dozen still photos and a basic plot synopsis of the game. The marketing team is saying just next to nothing. This is how you run a long-term campaign (it comes out in October). I wish Obama and Hilary would take note.

 

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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