Trail and teaser

• How long before release did the GTA V campaign begin?

2 years before the release.

• How did the institution want existing GTA fans to react to the early trailers?

Rockstar created a hype about the trailer early, as they identified that fans will actively try and find information about the game, which therefore leads to promotion through word of mouth

• How did the steady release of trailers build excitement and hype about the game?

By giving very little away about the game, the audience become more excited. The first trailer was a tease and didn't give much information about the narrative, yet the release of the second trailer was heavily plot driven, This created synergy between the two trailers, allowing viewers to get a jist about the concept/narrative of the game.

• How was the launch used to generate news coverage?

The midnight launch had promised additional prizes such as, merchandises for those that pre-ordered their game. Also it was a way of the target audience interacting about there love for the game together whilst queing up for the game at midnight.

• What effect did the strict embargo have on the audience?

A strict embargo on the games release meant that excitement reached extraordinary levels as release day loomed, additionally- the embargo had been broken with amazon delivering the game a day early to a small number of fans. This removed the strict embargo and lead to a loss of some mystique surrounding the game. 

• In your opinion, why was the campaign for GTA V so successful

GTA V  was successful due to the pre-release strategy marketed over 2years. The use of a slow drip feed of information and a clear idea about fan bases needs into depth meant that the game led to a success. The use of cross platform approaches through the use of marketing also meant that they had reached out to a wider audience range.