Nostalgia is a traditional RPG for the Nintendo DS, from the makers of Final Fantasy III and IV on the DS. The digital marketing budget for this game was extremely limited, as was the promotional time.
Given these restraints, our first mission was to reach out to advocates of the Ignition brand, and build off those relationships first. With the past campaigns, one of our ongoing goals was to build brand loyalty and create evangelists to Ignition.
The next step was to create contests and initiatives for those evangelists to promote for us. Custom landing pages were developed with promotional items being used as incentives for lead capturing. These landing pages promoted the game, and by using the contest as a lead capturing opportunity, were were able to have additional opportunities to contact and interact with our audience.
We then reached out to the anime, cosplay, Nintendo DS, and RPG communities to concentrate our message on the niches that were most likely to make a purchase.
Lastly, we created several Twitter accounts to assist the main @NostalgiaDS Twitter account. Gamers were able to interact with characters with the game and build a relationship them. Day in and Day out, characters from Nostalgia talked to fans, each other, and characters within the Ignition brand. This tactic was highly effective in furthering lead generation and creating brand awareness in a crowded marketplace.
The strategy and tactics employed for the title, helped to further cement Ignition’s brand as a publisher that cares about it’s customers, and succeeded in promoting Nostalgia as great RPG on the Nintendo DS. Hopefully, the positive remarks and thoughts associated with this launch, will continue to give Nostalgia legs to run with in terms of sales, and make each Ignition title launch more successful than the last.