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CITY
OF VILLAINS Case Study StreetWise was asked by NCsoft to help launch their title, City of Villains, a stand-alone expansion to the acclaimed MMORPG, City of Heroes. With City of Villains releasing during the holiday shopping season and against other well-established MMORPG franchises, the title needed the extra promotional push which only StreetWise could provide. A new and unique City of Villains Team was formed by recruiting equally from within both the StreetWise network and the City of Heroes community. This Team was the primary drivers for developing the strong word-of-mouth about City of Villains on the streets and in online gaming communities. The City of Villains Team was involved in every aspect of the promotion, including the development of the magazine print ad campaign and the packaging art on the Collector’s Edition of the game. During the week of the game’s release, StreetWise leveraged the City of Villains Team to execute a nation-wide Secret Shopper Contest at EB and GameStop stores. The Team was able to raise awareness about the release of the game by convincing retail staff to wear special City of Villains branded capes during store hours. Way to go Team! |
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To the City of Villains Team, We at NCsoft and Cryptic Studios wish to thank you individually for your dedication in assisting us with the launch of our latest PC MMORPG - City of Villains.We appreciate the time you took to ensure the retailers in your area were both well informed and personally motivated to reach out to their customers with this title. Your efforts in this area ensured that the compelling story about City of Villains was heard above the usual din of Holiday sales at retail. Your opinions were also welcome guidelines for us as we put the finishing touches on the web sites, packaging, and advertising materials for City of Villains. We even selected the final package for the Collector's Edition based on your responses! We have had a very successful launch of City of Villains. We are proud to say that there are more subscribers now in the "City of" titles than ever before and the numbers just keep getting better! We strongly feel that by having your help with each of the StreetWise Team initiatives, we have been able to communicate the best that City of Villains has to offer to an energetic and growing community of online gamers. For your enthusiasm, your insightful remarks and your generosity in sharing your time and efforts on our behalf, we would like to say thank you!
Yours truly, The Development Teams at NCsoft & Cryptic Studios |
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