Case: LF1M healer for norm BM
Unless you’re a seasoned World of Warcraft player, the string of acronyms listed above probably doesn’t mean much to you. To translate, it stands for, “We are looking for one more party member to fill the role of healer for a normal-difficulty run of the Black Morass dungeon.” Yes, it means all of that. What can I say? We gamers love our shorthand.
The other night, my wife and I wrote little else into the game’s various chat channels for the better part of an hour without response. No healers were interested in joining us on our excursion.
Undeterred, I decided to mix things up with a little marketing. Instead of “LF1M healer for norm BM,” I took the time to write the following:
“Lo, there do I see my father. Lo, there do I see my mother and my sisters and my brothers. Lo, do I see the line of my people back to beginning. Lo, do they call to me. They say, looking for a healer for Black Morass!”
The cinema-savvy among you may recognize this as a quote from the movie, “13th Warrior.” Naturally, it elicited more than a few chat responses from curious and/or amused players. Seeing my tactic paying off, I followed up with two more:
“*singing* If you like my body and you think I’m sexy, come on heal for Black Morass!”
“*in echoing monster truck rally voice* TUESDAY, TUESDAY, TUESDAY… IN BLACK MORASS, MORASS, MORASS… LOOKING FOR HEALER, HEALER, HEALER…”
After more than a little laughter from my audience, my tactic managed to convince several players to log on as their healing characters and help us. We went on to a successful run of the dungeon.
Point: Remarkable Marketing
Is your marketing drawing your audience’s attention? I could have continued to produce the same monotonous, “LF1M healer for norm BM,” proclamation ad infinitum in the hopes that it would eventually pay off. Instead, I decided to do something that stood out, and it paid off.
Naturally, what draws attention will depend on the medium. Television commercials, for example, are always pushing the envelope and getting little response because users are desensitized to it. In simple text-based chat, however, I proved how a little innovation can go a long way.
Much like Seth Godin’s famous purple cow, is your marketing remarkable? Does it stand out and demand attention or fade into the noise? Are you still looking for a healer, or have you already gotten one and finished the dungeon?
P.S. Kudos if you’ve got enough marketing and gaming savvy to understand, “The Purple Cow Level,” without reference. 😉