A perfect fusion of features that work
Posted: Wed Dec 18, 2024 4:55 am
For example, the number of Dutch TikTok users stood at 1 million in November last year . A considerable number, which can make you quite excited as a marketer and which you would like to get started with right away. “But 'TikTok marketing' is not a thing,” says Bol, “just like ringtone marketing was not a thing 20 years ago. By wording the mechanism in that way, you make it the goal in itself. But if you start thinking like that, you follow the latest hypes every year, and you do not build something sustainable. Hyperspecialism is not going to convince the target group. Then you end up working on 64 campaigns a year, but you do not even have the time to measure the results.”
TikTok marketing isn't a thing, just like ringtone marketing wasn't a thing 20 years ago. – Willem-Albert Bol
Fortnite: nothing new under the sun…
Even though Willem-Albert Bol seems to suggest above that you shouldn't follow hypes at all, this is absolutely not the case. At least not for every brand. There are enough examples of brands that do manage to do so ( haha, sorry ). One of those brands that seems to have found the perfect balance between cool & hype and proven & sustainable is Fortnite. In September 2019, Elisabeth Hoffs of Profile Dynamics already talked about the wonderful world of the smart and fascinating marketing strategy of the game from publisher Epic Games. During the Marketing Insights Event, Stephen Johnson (Head of Qualitative Capabilities at Ipsos) will explain the marketing strategy in detail again. And fascinating, that it certainly is.
The game has a huge impact on various aspects, especially because they want to appeal to so many different groups with the game. Where previously certain games were played by a specific and select group of people, Fortnite is there for young and old, beginners and advanced. But how is this possible?
Johnson says that Fortnite chooses the right korea telegram data balance in their marketing strategy. The game itself, and the features it has, are not so much something new under the sun. On the contrary. What you can do within the game is a fusion of features that are normally in separate games. For example, you can build forts, find and collect your own medicine and ammunition, shoot, and interact with your fellow players worldwide. Fortnite feels like the love child between Minecraft and an average shooting game, but with a soft cartoon look and feel that makes it more child-friendly. All these elements have been deliberately included in the game, because they know it works. Its popularity has been proven, so why not combine them into one?
Can we make it? Absolutely!
If you ever watched Bob the Builder as a child, you know that Bob never does anything alone during his construction missions. Together with his project team, he builds something beautiful, or solves a problem. Co-creation appears to be the key to success, also in the case of Fortnite. Because Fortnite did not build the game alone, and does not continue to build alone. Because how else do you know if something works or succeeds, and what your target group wants to see?
Gamers within different segments are continuously asked about their experiences. This way, the game gets a little better every season. Even better: gamers can develop their own playing environments that they can submit for 'the block' , where one of those environments is highlighted every week. This way, the game is still a little bit yours, and a little bit Maggi's.
TikTok marketing isn't a thing, just like ringtone marketing wasn't a thing 20 years ago. – Willem-Albert Bol
Fortnite: nothing new under the sun…
Even though Willem-Albert Bol seems to suggest above that you shouldn't follow hypes at all, this is absolutely not the case. At least not for every brand. There are enough examples of brands that do manage to do so ( haha, sorry ). One of those brands that seems to have found the perfect balance between cool & hype and proven & sustainable is Fortnite. In September 2019, Elisabeth Hoffs of Profile Dynamics already talked about the wonderful world of the smart and fascinating marketing strategy of the game from publisher Epic Games. During the Marketing Insights Event, Stephen Johnson (Head of Qualitative Capabilities at Ipsos) will explain the marketing strategy in detail again. And fascinating, that it certainly is.
The game has a huge impact on various aspects, especially because they want to appeal to so many different groups with the game. Where previously certain games were played by a specific and select group of people, Fortnite is there for young and old, beginners and advanced. But how is this possible?
Johnson says that Fortnite chooses the right korea telegram data balance in their marketing strategy. The game itself, and the features it has, are not so much something new under the sun. On the contrary. What you can do within the game is a fusion of features that are normally in separate games. For example, you can build forts, find and collect your own medicine and ammunition, shoot, and interact with your fellow players worldwide. Fortnite feels like the love child between Minecraft and an average shooting game, but with a soft cartoon look and feel that makes it more child-friendly. All these elements have been deliberately included in the game, because they know it works. Its popularity has been proven, so why not combine them into one?
Can we make it? Absolutely!
If you ever watched Bob the Builder as a child, you know that Bob never does anything alone during his construction missions. Together with his project team, he builds something beautiful, or solves a problem. Co-creation appears to be the key to success, also in the case of Fortnite. Because Fortnite did not build the game alone, and does not continue to build alone. Because how else do you know if something works or succeeds, and what your target group wants to see?
Gamers within different segments are continuously asked about their experiences. This way, the game gets a little better every season. Even better: gamers can develop their own playing environments that they can submit for 'the block' , where one of those environments is highlighted every week. This way, the game is still a little bit yours, and a little bit Maggi's.