MARKETING COMMUNICATION STRATEGIES IN INCREASING MARKET’S BRAND AWARENESS (CASE STUDY OF FIFA ONLINE 3 PT GARENA INDONESIA)

Abstract

From 2000 until now, people choose to play video games because it is cheap, simple and fun. Then, video games could be accepted for all ages. In this research, researcher emphasized the video online game in Indonesia, especially in sport game. The purpose of the research was the implementation of Marketing Communication Strategies to spread the awareness about Fifa online 3‟s game. Because, researcher found a problem about the awareness of Fifa online 3 in Indonesia is not big as in other Asia country. Researcher split the Marketing Communication strategies of Fifa online 3 into two different strategies which are Offline and Online Strategies. Researcher used a qualitative descriptive research approaches. The data were collected by interview the expert that are Christian Wihananto as a project leader of Fifa Online 3 and also Dina Arisandy as a staff of Fifa online 3. Observation about the current strategies that implemented such as Advertising, Event in online and offline, Direct Marketing on several websites and messengers, community also tournament to engage the customers with the company, and also Documentation about the activities in online also offline. Besides analyzing the Marketing Communication Strategies and activities, researcher also brought the most suitable strategies which will affect the effectiveness of Marketing Communication activities such as cooperate with several universities and schools, conduct the roadshow and „free to play‟ event in several big cities. It could give the opportunity for users, they will know this game further and also they receive more benefits, such as souvenir and free Fifa online 3‟s dvd. It could make them play this game at their home easily.