Rockstar Games

In 2009 I was approached by the Chief Marketing Officer of Rockstar Games New York to contribute my take on cracking the nut of marketing their upcoming video game, Red Dead Redemption.
In collaboration with: Happymonitor
Rockstar Games had two challenges on their hands: First, how could they make the Western entertainment genre relevant to a contemporary gaming audience. Second, while gamers (and critics) love the company’s Grand Theft Auto franchise, other Rockstar titles have not met the benchmark sales set by the flagship brand. How could these kinds of numbers be attracted to the Red Dead franchise?


The solution? Remind gamers that everything cool about the Grand Theft Auto franchise: death, destruction, double-crossing, revenge, vigilantism, bad-asses, guns, girls and heists happened first and happened meanest in the Wild West in a century coming to a close.

I solidified that thought in a phrase…

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Spec TV Spot / Sizzle



360 degree launch campaign

What follows is a selection of pages from a 3 month battle-plan campaign developed in collaboration with the Rockstar Games marketing team.

Launch -90 Days

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Launch -60 Days

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Launch -30 Days

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Launch Day

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