Strategy For GTA: Zombie Apocalypse

• Billboards will appear in between trailers. They will be in densely populated areas like cities – so that there is a better chance of it being seen.
• Quarantine Posters, will go up in the start of the year, to create interest and there will be questions asked, generating word of mouth advertising.
• Spoof Sites, ‘accidentally’ leaking release dates and story – theyarecoming.com, howtosurviveazombieapocalypse.com
• Trailers, 3 Progressive, Dates.
• Put journalists from magazines and newspapers in hotels to test game. Control the environment, so that copies can’t be made. This maintains exclusivity.
• Release Date: February 13 2011 – 120 years after Whitechapel murders (where game is set)
• First development of game was in 2008. Rockstar leaked to press that game was in progress.
• (Rockstar was inspired to produce the game for it to be released on the 120th anniversary of Jack The Ripper. They had ideas for making the game and the most appropriate date of release would be the anniversary.

Game Setting
• Modern Day
• London
• City Centre, Whitechapel – because of the murders of women.
• Underground

Challenges
• Trying to keep it realistic
• Not giving too much information away
• Ensure game is better than hype
• Avoid controversy and causing offence from both London 7/7 bombings and families of victims of Jack The Ripper.

Trailers
Trailer 1 – London’s Calling - Focus on London Underground with people doing day-to-day business. Present day. July 2010.
Trailer 2 – Are you the next… Flashbacks to Whitechapel Murders. 1888 – 1891. Sepia. Props needed – old dresses, old houses – York, Durham cobbled streets. (For visualisation). October 2010.
Trailer 3 – Plan your route with care - Merge 2 together. To show what game would be like – to give exclusive visuals. Modern day London, with modern people with frequent flashbacks to old time London with old style props/ costumes. Release date will be on this trailer. December 2010.
Release dates are set out like this to control the hype. It is also long enough periods to keep back information to keep the product exclusive yet to maintain the product is in the conscious mind of the audiences.

Characters – Business People, Shoppers, Bombers, Civilians, Police, Paramedics and Firemen.

Main Character – White British, Spanish Origin, Businessman, Late 20s, Aiming to protect the public and wants to protect his family (Young) – Name: Carlos DiNozzo.