GTA Vice city marketing campaign
2021 Social Media and web campaign to celebrate the 19th anniversary of GTA Vice City and the launch of GTA Definitive Edition (OUT NOW).
In a nutshell, my content is about showing love for retro games. Retro gaming may be a small, niche market that has a small creator base but that hasn’t stopped my core audience from discovering my content. My core audience is made up of Generation X and Y with a hint of Gen Z and Boomer. People seek my content because it’s dedicated to serving one purpose— Nostalgia. I love creating content that provides nostalgia with a twist— storytelling.
For GTA Vice City, I directed and produced a scripted music video for two BIG reasons: 1.) To celebrate the 19th Anniversary of GTA Vice City and 2.) to provide more marketing for the GTA Trilogy Definitive Edition. I believe there wasn’t enough marketing to provide hype for the GTA Definitive Edition game launch in November 2021, so I wanted to do something about it. To create engagement leading up to launch day, my team and I produced a game plan for our commercial. From ideation to production, we were committed to publishing and video editing all content, coordinating live streams through YouTube, and getting other creators involved during the process. I was responsible for everything from video editing, graphic design, and social and marketing strategies and delegated my team to hire talent, create content calendars and storyboards, and audio mastering for both the live stream and scripted video. Lastly, we built social media awareness for the marketing campaign during the entire month of October leading up to the anniversary and for the GTA Definitive Edition launch day.
Collectively, We published 2 marketing trailers, 1 music video, and 1 live stream. I’ve received over 41K+ impressions on YouTube, 75K+ impressions on Twitter, and 68K+ accounts reached on Instagram WITH a smaller following. This is purely from creating impact within my niche community.
Two common questions we’ve received are: Did Rockstar sponsor your content and did they watch it? No, this entire production wasn’t sponsored by Rock Star. My team and I aren’t sure if anyone from Rock Star Games has seen this video, but we do know that people within Warner Bros have. Also, We direct and produce everything with no budget. Our biggest currency spent was time.
It was a pleasure working with my production and marketing team to bring this GTA campaign to life! We are proud of what we’ve created and will use this project as a stepping stone for producing bigger and better quality content for future marketing campaigns.
