With the rise of new platforms like Facebook, smartphones and tablets leading to the adoption of casual games by mainstream audiences, GameHouse® knew that it needed to develop a way to connect players and game experiences across devices in order to capitalize on the exploding market opportunity. The technology, eventually named GameHouse Fusion™, was developed with a small tiger team of developers in less than six months. The goal was to launch it at the Web 2.0 Summit in San Francisco.
Create a product marketing plan for the new technology which included developing a brand name, logo, and marketing collateral within 30 days for launch.
First, I interviewed the product management team to understand product features, define target audience(s) and core benefits as well as launch objectives. Next, I conducted a competitive teardown and SWOT analysis. Once I had a better grasp on the technology and landscape, I developed a positioning framework for both B2B and consumer audiences. Working closely with executive management and the product team, we created the brand name. I wrote up a creative brief and partnered with internal designers and an external design agency to develop the product logo. Once the product identity was established, I led the creation the creation of booth materials, print collateral, sizzle reel, and sales landing page to drive new leads. I project managed all launch deliverables across creative, events, PR and product development teams, which resulted in a successful launch at the Web 2.0 Summit with over 31 pieces of press coverage.