The buzz kit has established itself as an indispensable tool for brands looking to create a significant impact with their target audience. But what exactly is a buzz kit, and why has it become so crucial in current communication strategies, not just for gamers?
A buzz kit, also known as a press kit or influence kit, is a carefully designed set of products, information, and promotional materials sent to influencers, journalists, and content creators. Unlike traditional press kits, the 21st-century buzz kit goes far beyond simply sharing information about a new product or service. It aims to create an immersive and memorable experience for the recipient, encouraging them to share its content with their audience.
The main objective of a buzz kit is to generate "buzz" - viral word-of-mouth around a product, service, or event. This approach is part of a broader influencer marketing strategy, where the potential consumer becomes the media themselves.
Buzz kits are primarily intended for digital influencers, specialized journalists, and content creators with a strong online presence. These individuals have the ability to reach and influence millions of potential consumers through their social platforms, with YouTube, TikTok, Instagram, and X as the main levers.
Buzz Kit - Elden Ring - 2022
The impact of these devices is particularly notable on platforms like YouTube and Instagram. For example, on YouTube, "unboxing" videos of buzz kits can generate millions of views. Unboxing videos on YouTube accumulated over 1.1 billion views in 2022, with an average viewing time of 6 minutes per video. This achieves two key objectives: attention and engagement. Indeed, if one stays at least 5 minutes on content, it means the content is engaging!
On Instagram and TikTok, videos featuring buzz kits benefit from an engagement rate on average 3 times higher than traditional sponsored posts. This difference is explained by the perceived authenticity and exclusive aspect of buzz kits, which pique the curiosity of followers.
The agency has developed particularly remarkable buzz kits for several high-potential video games. For each of these projects, our methodology remains the same:
For this horror game set on an oil platform, the agency created a complete buzz kit for Secret Mode, aimed at the press and YouTube and Twitch accounts close to this type of game.
Thanks to this buzz kit, it's a direct trip off the coast of Scotland, in a stormy North Sea in the mid-70s, where only one thing awaits the players: death! So it's best to be well-equipped with our CADAL welcome kit to face conditions that are far from welcoming and clement.
For the sequel to this acclaimed action-adventure game, the agency designed a unique evocative buzz kit with the delivery of a wooden chest containing, among other things, a crossbow and a music box playing the game's original soundtrack. This buzz kit even traveled to Japan and the offices of Kojima Productions, where Yoji Shinkawa and Hideo Kojima shared the unboxing on X.
40 and not one more, 40 pieces produced for the release of the most anticipated game of 2022.
40 buzz kits that resonated across the world for a phenomenal impact.
The buzz kit was initially sent to the most popular accounts on YouTube and Twitch to reach the core target audience and then to other personalities like Phil Spencer, the worldwide head of Xbox. It was during a live speech that fans, the client (Bandai Namco), and the agency discovered "our sword" Elden Ring on Phil Spencer's shelves. In parallel, hundreds of content pieces were created around the world, including this incredible and unmissable unboxing by YouTuber TheRelaxingEnd, whose video is approaching 4.5M views.
Elden Ring Buzz Kit Sword on Phil Spencer's shelf at his office
(CEO, Gaming at Microsoft)
These examples demonstrate the power of well-designed buzz kits to generate significant engagement and viral word-of-mouth. By creating unique and shareable experiences, these kits transform influencers into true brand ambassadors, considerably amplifying the reach and impact of marketing campaigns.
The buzz kit has established itself as an essential tool in the influencer marketing arsenal. By combining creativity, exclusivity, and a deep understanding of the target audience, buzz kits allow brands to create authentic connections with their potential consumers, while generating measurable and significant buzz around their products or services.
Coupled with an ultra-engaging social media strategy and a media mix that meets your objectives, the buzz kit is the perfect tool to amplify your brand's impact during your next marketing highlight. Interested?
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