- How long before release did the GTA V campaign begin?
Two years before.
- How did the institution want existing GTA fans to react to the early trailers?
The trailers gave very little information away about the plot, the institution wanted dedicated fans to re-watch and analyse the trailers.
- How did the steady release of trailers build excitement and hype about the game?
Fans started to become more aware of the game through word-of-mouth. Along with the trailers being "subtle" and giving away more and more information about the plot every time, fans became more intrigued and anticipated the game more.
- How was the launch used to generate news coverage?
The game had a midnight release nationwide.
- What effect did the strict embargo have on the audience?
An embargo was put in place until the game's official midnight launch release; this meant that no news coverage could be released about the game (until release) in case the game received any negative criticism or spoiled the plot. The loyalty of the fan-base meant that people deliberately avoided going on the internet because they didn't want to see any screenshots.
- In your opinion, why was the campaign for GTA V so successful?
The institution carefully planned the two-year long media campaign which helped them gained a clearer understanding of their fan base.
Also, the game received five stars from many newspapers such as: The Telegraph, The Guardian and Digital Spy.
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