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.



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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