In today’s digital age, how brands promote their products can make or break their reputation. Recently, Trap Plan, a video game marketing company, sparked controversy when it was revealed that their strategy for promoting WarRobots: Frontiers involved creating fake Reddit accounts. This unusual move has raised questions about ethical practices in marketing.
The announcement came from Trap Plan’s CEO, Pavel Beresnev, who shared insights on their unique approach in a blog post titled “How we promote WarRobots: Frontiers on Reddit.” He explained how the company fabricated over 40 posts by fictitious players, claiming their newfound love for the game. This strategy aimed to create buzz just ahead of an important Twitch activation.
What Was the Strategy Behind the Fake Accounts?
Beresnev emphasized the lengths the team went through to make these accounts appear legitimate. They actually played the game and recorded compelling gameplay footage that resonated with Reddit’s community. “This created a steady stream of credible, varied content that matched Reddit’s organic tone,” he noted.
How Effective Was the Campaign?
The deceptive posts were skillfully crafted, showcasing a mix of dynamic combat clips and excited commentary. They aimed to build an authentic connection between gamers rather than relying on traditional advertising methods. Beresnev revealed that many players were unaware they were engaging with a marketing tactic.
Was There Any Backlash?
Despite the apparent success of the campaign, accessing the original blog post now leads to a 404 error. However, you can still view it thanks to the Internet Archive.
What Is the Ethical Implication of This Tactic?
Unfortunately, spreading misleading information online often carries no legal consequences. Though this isn’t the first instance of morally dubious marketing practices, it is unique for its self-sabotaging approach.
In a follow-up statement to Kotaku, Beresnev clarified that MY.GAMES, the developers of WarRobots: Frontiers, had no involvement in Trap Plan’s Reddit strategy. He acknowledged the mistake, stating, “This was entirely our initiative… We sincerely apologize to MY.GAMES and the War Robots: Frontiers team for the misunderstanding.”
Beresnev further explained that their goal was to explore organic promotion on Reddit without resorting to bots or fake accounts, aiming to develop a valuable case study for future use.
How do companies typically promote video games? Many companies lean towards traditional methods like social media ads, influencer partnerships, and gameplay trailers. However, innovative campaigns can sometimes yield better engagement.
Are there legal consequences for deceptive advertising practices? While many false advertising tactics can lead to legal issues, the prevalence of misleading online content often allows companies to operate without repercussions.
What other marketing tactics have drawn criticism in the gaming industry? Several companies have faced scrutiny for using ethically questionable strategies to promote their games, often leading to public backlash.
As the digital marketing landscape continues to evolve, it’s essential for brands to prioritize transparency and ethical practices. For more insights into innovative marketing strategies, explore related content on Moyens I/O.