For those following my blog, I have been exploring or beating a dead horse called “connect with fans”( http://zons-education-edutainment.blogspot.com/2011/03/connect-with-fans.html).
The concept directly relates to this idea of finding and maintaining a Niche market. Establishing a Niche, has been defined by many experts as the use of social media technology as seen on such sites as chrisg.com, webcomicsweekly.com, webcomicalliance.com, TGT.com and so on.
For this week’s Full Sail blog assignment for my “Product and Artist Management” class at Full Sail, I wanted to relate the “Connect with Fans” and the Gears of War fan project the “Ticker Bunny”.
Some Brand and Franchise Background Information
Now let me admit my number one bias first for writing this Blog Case study, I love Gears of War, and have got a new HD TV, A Wi-fi Upgrade to my old Xbox 360s, and am pre-ordering the game to be delivered to my parents' house as I plan to teach in Korea just to play the special GameStop beta. Of course, I’m not the girl who got a Gear’s Crimson Omen tattoo on the back of my neck, but it safe to say after close to ten years from "Gears of War 1" to the anticipated “Gears of War 3”, this is a very strong established Brand and Franchise (Goldstein, 2011)
It’s Multi-Media Story
From Novels to Comics to a potential film the games coincide with all the official stories (Goldstein, 2011) .
http://media.teamxbox.com/dailyposts/gow-thependulumwars.jpg
http://www.ripten.com/wp-content/uploads/2008/07/gears-coffee-table-classic2.jpg
How did Social Media Change Gears Marketing?
Taking a lot form Randy Pitchford of Gear Box and famed success “Boarderlands”, Cliff Bleszinski (the lead creator of Gears) decided to combine a grass roots effort with a established brand. Unlike the "Call of Duty Franchisee" which takes in consideration of the Fans loosely, Cliff decided with this final chapter of the game in the franchise to give fans what they wanted based from the years of complaining form Gears of War 2 such as "dedicated servers", "speed game play issues", and so on. My observations over the years has been You Tube showing Gears of War 2 cliches in the game that could have been avoided if the game makers took a little more time.
Warning Video has Profane Language from the Gears of War 2 Characaters
This time, they have proactively polishing the game by pushing the game date to September 2011 and offering an exclusive beta of the game.
Moreover, Cliff and Epic studio have been allowing fans to record a lot the game play fro fan run conferences such as PAX East (http://east.paxsite.com/) and putting the game play footage on YouTube. This seems to be first time for an established franchise gets so much amateur converge. A predecessor from Microsoft, Halo Reach, touched on what was possible, but Cliff and Rod Fergason from Epic Studios have really made an effort to connect with fans. For example, they used their Facebook page to let fans vote for what maps would be available for the April to March 2011 Beta.
And so, Ticker Bunny is Born
I’ve been trying to research the Ticker Bunny more, and have even politely asked to interview its creator to get a better inside look at the creative process. Unfortunately, I have not gotten a response and their is very little concerning this fan based project aside from the picture and the video below.
As of now, it seems the social media marketing lead to it's publicity. Cliff had referenced the image online, which lead to small hype and a new line of plush toys of cute version of an enemy monster who explodes in the Gears of War Universe.
http://forums.epicgames.com/showthread.php?t=691126
Compare the Ticker Bunny to the NCEA Ticker that more accurately recreates the monster.
Image From:
http://www.actionfigurepics.com/2009/05/neca-reveals-gears-of-war-2-series-4
What Can We Learn from this As It Relates to Artist and Product Management?
Simple, fans can make and market new products that can be offered in the established fan base. It this sense with social media, fans can save a company from the research and development of a new product to over an established brand or franchise.
Sure, but How is Profit Made from such a Production?
This is the moral dilemma with the “Free Economy” of the Internet when compared to the classic cooperate mission statement of “Get as much money for the Share Holder”.
In any case, a company can legally own and discredit fan art in order to produce it’s own version of said product.
Hypothetically in this case study, Epic studios and Microsoft have legal agreements that may entitle them to recreate her work for mass production and not give her any royalties or compensation. Of course, in the designer toy markets she can sell the toy and make money from her work, but if Microsoft or Epic Game studios really pushed it, they could have her stop production if they make a similar product for their markets.
So Why Haven’t They?
LOL, the catch 22 of social media. If Microsoft or Epic studios did try and sue her and remake a cute ticker toy, they risk losing fans and sales because they branded Gears of War 3 as a pseudo-fan-based project for fans. Hurting one fan could rupture their campaign. Sadly, the Internet has made marketing and product offerings potentially more democratic than the US government itself.
Moreover, Here’s a Thought of what May Really Be Going on with Fan Art from Connecting with Fans
References Excluding Video or Picture Links:
Goldstein, H (2011) Interview Talking Gears With Cliff Bleszinski Part 1,2,3, and 4 IGN. Retrieved From: http://www.ign.com/videos/2011/03/11/talking-gears-with-cliff-bleszinski-part-1?objectid=14304771
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