With the success of the recent blockbuster Star Trek, Atari has been creating commotion using various social media marketing (SMM) techniques for its upcoming game “Star Trek Online.” Marketing companies, such as DKC Connect, have joined in the efforts to campaign for its February release.
One of their social media strategies is their use of Twitter. Their Twitter account h
as generated over 2,800 followers and incorporated an application that allows users to have their tweets translated into Klingon, a fictional language from Star Trek. Not only does this promotion attract both loyal fans, it’s also a clever integration of Star Trek and digital/social media.
Another familiar social media outlet that is being used is Facebook. Their Facebook fanpage has an application that allows fans to upload or use their profile picture and become part of the many races in the Star Trek universe.
Furthermore, Del Taco and Atari are partnering up to promote their game. Del Tac
o’s Facebook fanpage has integrated a Star Trek Online tab, which allows users to interact with trailers and downloadable content for Star Trek.
Atari has also employed an “Easter Egg” tactic. Not only have they’ve posted the access codes for a free game trial on gaming websites such as MMOGamer.com and IncGamers.com, but they have also done PR work with notable online websites such as Mashable, SciFi, and GeekGirls.
Jonathan Anastas, Atari’s VP of marketing, said,
“Other promotions have focused on ad networks and Google SEM/SEO…We’ve more than doubled our digital spend each month for the last three [months],”
As Anastas mentioned, they are shifting their focus towards search engine optimization (SEO). Their goal was to optimize certain keywords such as” Star Trek Online” and “Star Trek game” so that the results would be found at the top on the first page. Atari hopes that these social media marketing (SMM) strategies will be able to not only help promote the game, but to reach out to users by means that haven’t been traditionally used before.
Written by Chris C.