In part one of our interview with Turtle Beach, [a]list talked about how their ambitious new partnership with Activision came to be with Michael Arzt, VP Marketing and Business Development at Turtle Beach. In part two, we discussion the products and the execution of the marketing plan with the Modern Warfare 3 headsets.
Tell me about the four models in particular for MW3.
Michael Arzt: The intent with this line was to offer different models for different gamer appetites. The top of the line Ear Force DELTA represents Turtle Beach’s top of the line headset with a robust feature set including: wireless Dolby surround sound game audio, dual pairing Bluetooth chat for Xbox 360 and PS3 and cell phone/mp3 integration. Add to that fully customizable audio presets and voice prompts, exclusive downloadable content, killer looks and a rugged combat case and you’re starting to paint a picture of the ultimate MW3 headset for the maximum Xbox and PS3 audio experience.
The Ear Force BRAVO is a stereo headset that offers most of the benefits of our top of the line unit, but at a lower price point. Bravo drops surround sound and Bluetooth, but comes with the same rugged storage case, custom presets, MW3 design, etc. With the addition of a rechargeable battery and universal cross-platform compatibility with Xbox, PS3, PC and Mac the BRAVO is a tremendous value. (Those looking to upgrade to Dolby surround sound later can always pick up one of Turtle Beach’s amazing DSS processor units.
Ear Force CHARLIE is the ultimate MW3 headset for PC gamers and one of the best-looking headsets we’ve ever produced. It offers incredible multi-driver (8 discrete speakers per headset), amplified surround sound performance for MW3 and any other PC game. Its in-line amplifier controls allow gamers to fine tune each and every speaker for optimum performance on any PC.
Last, but far from least is the Ear Force FOXTROT. It offers amplified stereo performance, cross platform compatibility and several other great Turtle Beach features in a more affordable package. It’s based on our most popular wired headset model and delivers more clarity and punch than a lot of headsets that cost three times the price.
I’ve noticed that you’ve run some ads on sites like GameFAQs. Is that a reflection of the sort of business you’re expecting for these accessories?
Michael Arzt: We know that our customers are motivated by the games they care about most. As such, they are always looking for more information about the games they consider investing in and, beyond that, additional ways to enhance their game experience. Those enhancements mean different things to different gamers. For some, it’s DLC, like new maps, levels and characters. For others; it’s finding tips on how to get past a tricky boss or other challenge. Advertising on sites like this and others that are frequented by avid gamers makes sense for us. We know that we offer another kind of very compelling and instantaneous enhancement for them and as such we want to be a part of their consideration. Whether you are a gamer looking for a more immersive experience, better chat functionality or the competitive advantage that advanced hearing can afford you, Turtle Beach gaming headsets can give you all of these things. That in turn, makes games more fun; regardless of what is motivating you.
Beyond traditional advertising we rely on word of mouth. When avid gamers are having fun and Turtle Beach is top of mind, they will often tell others about their positive experiences and that should help grow our business. As we continue to show more and more gamers the benefits of superior headset audio, more and more will see Turtle Beach headsets as an essential part of every gaming session.
What cross promotion have you gotten with Activision for the MW3 headsets?
Michael Arzt: Suffice it to say, there has been a lot! Obviously, merely having the Call of Duty logos and MW3 art on our products and packages makes an immediate impact with all of the media and consumers seeing the iconic imagery. The coverage of the game being generated by Activision is another huge boost, as we work with them to promote both products side by side as the ultimate MW3 experience. From there, we have been able to tap into a number of key MW3 marketing initiatives through our Activision partnership.
Some of the better examples include: Domestic US and international launch events, including the big “Play It Early” promotions at hundreds of Best Buy locations; large-scale pre-order campaigns with all the top game retailers, including Best Buy, GameStop, Amazon and others; A free-standing Turtle Beach MW3 PoP display in major retailers; Delta headsets are one of the top prizes in the Call of Duty “Double XP” promotion being run by Mountain Dew Game Fuel and Doritos. Turtle Beach is well-represented both online and in ten-thousand-plus in-store displays; headset integration into select PR and media events, including the celebrity-fueled “Friday Night Fights” programs that will be broadcast to all Call of Duty Elite members; Turtle Beach’s community team will be working closely with the Call of Duty community teams to further extend reach and awareness through an ongoing string of contests, promotions and more.
So it’s not just a fire-and-forget for Turtle Beach . . .
There’s plenty more going on behind the scenes, but those are the notable ones that I can talk about most readily right now. We’re really excited about what we’ve done here with Activision and look forward to hearing what the community thinks once they power up the game, pull on one of the limited edition headsets and slip into the awesome world of MW3.
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