TOMB RAIDER 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 Tomb Raider franchise, and say when
it is due to be 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 20 year

celebration launch trailer and the official website. Outline the following:
1. Importance of the character Lara Croft to the game and franchise

2. What is the purpose of the website/trailer how do they differ?

3. How does the audience of the website differ slightly from the trailer?

4. Where would I see the trailer/advert?

Narrative organisation of the trailer

What are the three narrative sections? Outline what each section does in terms
of wanting the audience to engage with the game Tomb Raider and Lara Croft.

How does the structure of the trailer support and maximise the response of
different sections of the audience to go out and buy the game? Who do think
these different audiences are?

Representation of Lara Croft

Representation of LC on the trailer (PEEL para - what do we see her

doing?)
Representation of LC on the website (PEEL para what do we see her
doing?)
Evolution of the representation of Lara Croft describe her physical
appearance and clothes. How does this differ from her previous
representations? Why have the institution changed her representation?
How does this appeal to the audience? (try to include ideas about
ideology)

Representation of setting and gameplay

 Representation of setting and what this shows about genre & gameplay on
trailer (PEEL para exciting locations action adventure genre)
Representation of setting and what this shows about genre & gameplay on
trailer (PEEL para different types of game play zombie shooting, hand
to hand combat, strategy and problem solving etc)
Representation of setting and what this shows about genre & gameplay on
website what does the animation show and why?
What uses and gratifications does this sort of game offer the audience?

Institutional Aspects of the Trailer

PEEL para about institutional aspects of trailer (e.g. Down loadable

content, LC, 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?)
Cut scenes and pre rendered sequences how are they used by the
institution to make the game more exciting than it would be if you were
playing it?
How does the trailer mimic the gamer playing the game?
How does the trailer capitalise on the brand identity of Lara Croft and
Tomb Raider?

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 whats there and why? (developers

logos, copyright, PEGI rating, platforms its 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?

Is this an effective cross-media marketing campaign?

How do the promotional methods work together to target the audience?