Resources

Carburant
Carburant
Tue, Jul 16, 2024
Buzz Kits: The Essential Tool for Brands Seeking Significant Impact with Gen Z
Communities, Creative Production

Buzz Kits: The Essential Tool for Brands Seeking Significant Impact with Gen Z

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?

Definition and Evolution of the Buzz Kit

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.

A Receptive Target Audience for Measurable Impact

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.

Our Projects and Buzz Kits Have Conquered the Planet!

The agency has developed particularly remarkable buzz kits for several high-potential video games. For each of these projects, our methodology remains the same:

  • Responsible sourcing in France and Europe to limit carbon impact
  • 2 to 3 kit proposals during the creation phase
  • Personalized follow-up until final delivery

Still Wakes the Deep (Secret Mode - 2024)

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.


A Plague Tale: Requiem (Focus Entertainment - 2022)

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.

Elden Ring - Buzz Kit of the Year 2022 (Bandai Namco)

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.

The Buzz Kit: An Essential Tool to Conquer Generation Z and Your Gateway to Sensitize Gaming Audiences!

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?

Let's talk about it together!

Gen Z skips Google: TikTok, the new search reflex

Communities

Gen Z skips Google: TikTok, the new search reflex

In 2024, TikTok is no longer just an entertainment platform, but also a genuine search engine for Generation Z. This evolution marks a significant change in how young consumers search for and consume information.

Carburant
Carburant
Wed, Jul 10, 2024
Why has Final Fantasy XIV remained on the podium of most-played video games for over 10 years?

Creative Production, Advertising

Why has Final Fantasy XIV remained on the podium of most-played video games for over 10 years?

There's a good reason why Square Enix entrusted Carburant with their blockbuster game, Final Fantasy.

Carburant
Carburant
Tue, Jul 2, 2024
Fandom, understanding the phenomenon and successfully integrating it into your marketing strategy.

Communities

Fandom, understanding the phenomenon and successfully integrating it into your marketing strategy.

The Rise of Fandoms Fandoms are communities of individuals who share a fervent passion for a particular brand, product, or cultural phenomenon. These communities are characterized by their intense emotional investment, their desire to connect with like-minded individuals, and their willingness to advocate for the objects of their affection.

Carburant
Carburant
Wed, Jun 26, 2024
How the preferred messaging service of Gen Z increased its active users by 2% in 4 months

Communities, Creative Production, Advertising

How the preferred messaging service of Gen Z increased its active users by 2% in 4 months

Discord increases active users by 2% in just 4 months with a 360° strategy targeting Gen Z

Carburant
Carburant
Fri, May 3, 2024
The Importance of Ultra Communities and Superfans on Reddit and Discord for Brands

Communities

The Importance of Ultra Communities and Superfans on Reddit and Discord for Brands

In a World Where Brands on Social Media Focus on Content, What About Brand Positioning on Ultra-Community Platforms?

Carburant
Carburant
Thu, Feb 29, 2024
La gen z prend une pause

La gen z prend une pause

L'ère numérique a transformé la façon dont nous communiquons, travaillons, ainsi que la manière dont nous nous divertissons depuis les 4 dernières décennies.

Carburant
Carburant
Wed, Sep 20, 2023