‘Guitar Hero’ vs. ‘Rock Band’ — Which Media Plan Rocked?

Product launches for Activision’s “Guitar Hero 5” and MTV Games’ “The Beatles: Rock Band” last September became a high-stakes marketing strum-off. After some amazing growth in earlier years that saw the console, portable and PC game software industry reach its high score in 2008, sales declined 11% in 2009. These two marketers showed off a combination of skillful hammer-on and pull-off maneuvers in media to bring their products to market. We decided to evaluate each brand’s media strategy.

http://adage.com/mediaworks/article?article_id=141792

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About Brand Media Strategy
This site is a resource for communications planners, brand marketers and media professionals. Brand Media Strategy [published by Advertising Age, Palgrave MacMillan] explains how brands today are employing advertising and media communication strategies to grow and build their brands. It explores the value of advertising in mass media; activation of digital media programs; and employing non-paid or non-traditional media vehicles. It's author is Antony Young, President of Water Cooler Group. A brand media communications company. http://www.watercoolergroup.biz

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