Danger Zone Commercial Launch Summary

Danger Zone Commercial Launch

Summary
The marketing department of Wonder Image Inc. has created a series of striking commercials for the launch of the game Danger Zone. The commercials received extreme positive response when showed to their target audience (12-25 years old), while older representatives are worried that these commercials are too extreme. This led to the marketing department to look at different options about continuing the launch.

Introduction
The Marketing Department looked at the following options
1. Cancel the commercial
2. Contact the ASC
3. Go ahead with the launch
4. Alter the campaign

Cancel the commercial
Cancelling the first commercial, delaying the launch and creating a new storyline will be a costly operation.

Not only does the delay of the launch cost the company money in terms of labour, creating a whole new storyline and launch will consume a lot of time. This will create a negative backlash amongst customers who have been waiting eagerly to play Danger Zone, which can lead to a loss of customers.

Contact the ASC
Contacting the ASC and asking them if this commercial can be shown after 10 p.m.

is one of the more cost-effective options. Airing after 10 p.m. ensures that the campaign doesn’t have to be altered, which saves money. Only showing after this time will cut the airing costs greatly. The major con of airing after 10 p.m. is that not the whole target audience (12-25) is able to see the commercial. This can lead to loss of costumers.

Go ahead with launch
Going ahead with the launch with the current commercial can lead to a lot of backlash from older audiences, who are not the target audience. It also can lead to a ban on the commercial. But the negative press and backlash from elders can be turned around into positive promotion for the target audience. It will steer the game into an environment , where it’s seen as too hardcore for parents. Making sure that the target audience wants the product even more, since they are rebelling against the establishment. This is also the cheapest option, since all the costs are already known.

Alter campaign
Only altering the campaign, making it violence free and kids friendly, will take little time and cost a extra. It ensures that the commercial can be shown during the day, making sure that target audience will see it. But the kids friendly version won’t connect with the target audience since it won’t be representative of the game. This leads to dissatisfaction among

customers.

Conclusion
Looking at the options the marketing department recommends going ahead with the launch in the current form. It will create controversy, but this will only have a negative effect on people who are not the target audience. On the contrary it will have a positive effect on the target audience, since it will create an environment where they want it more since it is seen as rebellious.