Most great love stories usually start with, “Once upon a time.” This story is no different.
Once upon a time a video game developer decided to create a video game. To execute the hugely successful launch of their video game, they began telling the story of the game for years before it actually hit the shelves.
When Destiny was launched on September 9th, 2014, it earned $500 million in sales and was awarded the biggest new franchise launch in that industry’s history as well as the accolade of highest-selling day one digital console release in history. This was no accident.
Bungie and Activision, video game developers, began the process of seeding Destiny to its fan base well before the game was brought to market. They were able to create an emotional connection with their audience so when launch day rolled around, people were ready, waiting and anticipating the release of the game.
What we, as marketers and business owners and creators, need to be doing is actively telling the stories about our companies, products and services that will get people interested. We need to open up and give people a sneak peek into the inner workings of our business to get them invested. We need to show them the reason that we understand who our customer base is and why we’re creating this very special thing just for them.
Many companies fail at this piece.
Most companies choose a product or service, design and develop it in-house, gather little to no customer feedback, keep the product or service secret until launch day and then they launch it with the expectation that people will invest in whatever it is they just launched.
The old “if you build it, they will come” adage, which most of us know is not true. In a loud and crowded marketplace, you can no longer expect for people to care if you haven’t given them a reason to do so.
Your customer base is not going to invest their hard-earned dollars in your product, service or company unless there is an emotional reason for them to do.
Creating the container and eliciting emotional response from your customer base is your company’s job.
That’s what this book explores. The way in which a video game company wooed their customer base for years before asking them to make an investment and the success they saw because of it.
They were vulnerable.
They told their story.
And now, I’m telling their story. A story about love, marketing and storytelling.
INSIDE THE BOOK
The book is broken up into seven chapters plus an introduction and conclusion. The PDF is 42-pages in length.
Here is a list of the chapter titles within the book:
>> The Easter Egg Principle
>> The Adoption Lifecycle
>> The Party Invitation & Emotional Attachment
>> Leveraging Authority for Social Proof
>> Spreading the Word Like Wild Fire
>> The Psychology of Curiosity
To sum up this book, it’s a book that explores how one company used marketing and storytelling to succcessful launch their video game and obtain the position of best-selling new franchise in video game history. The ground-breaking techniques that they used will help you to go deeper with your own marketing and storytelling and create impact for your company for years to come.
Want to Learn More About Destiny: A Love Story about a Video Game, Marketing & Storytelling?
Listen to an interview in which Erin chats with Cheval John about how Destiny came to be and why it’s an important story for entrepreneurs to read. Check it out here.
REVIEWS OF DESTINY: A LOVE STORY ABOUT A VIDEO GAME, MARKETING & STORYTELLING
It’s sure to upend your typical marketing ideas and start you thinking in a new direction.
Erin Blaskie’s, Destiny: A Love Story About a Video Game, Marketing & Storytelling, is a tale of distilled brilliance. It’s a short, to the point, true story of the video game, Destiny, the brainchild of developers Bungie and Activision.
Erin shares their story over the years — how they authentically unrolled, unveiled and finally launched the game 5 years later — and to the acclaim of being the biggest and most successful launch in video game history.
How did they do it? By engaging their market through storytelling — but in a particular way — couched in authenticity and transparency. Through a well-thought out and brilliantly executed marketing initiative, they followed a process that allowed them to touch, engage, and involve their followers who then continued to spread the anticipation and excitement all the way to launch.
A short, easy-to-read, thought provoking book, Blaskie uncovers basic principles of marketing, brand building, and community, constructed in a way that engages followers over time — an adventure as such. It’s sure to upend your typical marketing ideas and start you thinking in a new direction. And what’s even better is that you’ll remember these principles because it’s told as a story! A highly recommended read.
— Tara Kachaturoff | www.TaraKachaturoff.com
A mandatory 30-minute read before someone should even think about running their own business.
Destiny: A Love Story About a Video Game, Marketing & Storytelling is, in my opinion, a mandatory, 30-minute read that every entrepreneur or individual should consume before they even think about running their own business or creating a new product.
Once entrepreneurs start their business, or their new product, they are often inundated with a flood of people calling them to pitch (mostly) useless ideas with little to no return on investment. While those salespeople are often great talkers, and will sell you on their ideas, services or promotional tactics, what you really need is this little 43-page powerhouse of a book.
— Nick Bachusky | www.MortgageInOttawa.com
Don’t let the title fool you – Destiny: A Love Story About a Video Game, Marketing & Storytelling has the concepts necessary to market any business in any industry.
— Chris Finlay, CA | www.Finlay-CA.com
I feel as though it will help me with the way I work my pitches.
Fantastic read my friend. Being a casual gamer, using the “Easter Egg” as a principle and starting point is great strategy. Although I do not own or have a registered business, I’ve felt over the last year of blogging like my blog has a front door. After reading Destiny: A Love Story About a Video Game, Marketing & Storytelling, I feel as though it will help me with the way I work my pitches — thank you for that.
People really need to look at their own relationships with readers, brands, sponsors and even in their own lives as it’s all intertwined. I look at Destiny: A Love Story this way, it was the perfect thing for me to read from an absolute “noob” perspective as well as the perfect reminder for those who maybe lost touch with the fact that they are not new!
— Matthew Tully | www.AnswerTheTullyphone.com
PURCHASE A DOWNLOADABLE PDF
Destiny: A Love Story about Marketing & Storytelling is available right here on my site as well as on Amazon for Kindle.
PURCHASE ON AMAZON / KINDLE
We have also made the book available on Kindle. The Amazon book is less expensive than it is on our website so please note this before purchase. The reason for the price difference is because the PDF version is more highly stylized and we also cover the merchant fees, etc. associated with the book sale. Amazon covers that on their end so the book’s overall cost is lower over there.
Grab the book on Amazon here:
Destiny, the Destiny logo, Bungie, the Bungie logo, and all affiliated marks and logos are all trademarks of Bungie. Activision, the Activision logo, and all affiliated marks are trademarks of Activision. Microsoft, Xbox, Xbox 360, Xbox One, and all affiliated marks and logos are all trademarks of Microsoft. Sony, SCEA, PlayStation, PlayStation 3, and PlayStation 4 and all affiliated marks are trademarks of Sony. Destiny: A Love Story about Marketing & Storytelling makes no claim of ownership of any of these marks.