Today, 40 percent of gamers are women. Today, the game industry is all about reaching out to a growing population of players – mainly, women. So you’d think that the corporate hoo-ha’s and the big wigs and the people that work in marketing and PR especially, would know better than to pull a stunt that screams “YES, the game industry is a 15 year old pimply adolescent horny school boy who doesn’t want to grow up.” More specifically, I’ll link you to one of my favorite game commentators and insider: http://brokentoys.org/. Where I found this link about EA’s brilliant contest.
Yep. Let’s make a contest that suggests you harass women that don’t even work for your company, and then, when it’s all said and done, pretend everyone just misunderstood you. See what I mean about being a 15 year old boy?
It probably would have worked ten years ago, when the industry wasn’t drawing women in. It would have worked ten years ago, maybe, before the industry became slightly more mainstream. But, today?
What moron would think that taking a tongue in cheek approach to sexual harassment would be good business, and not think about the bad PR? How can EA stand up and say they tolerate diversity and tolerance, gender equality in the work place, and that they are reaching and thinking about the future of the game industry, when their marketing and public relations tactics scream just the opposite? And while I’m sure it was totally innocent in intent, it’s the perception that matters. By the way, this is EA’s second foo-bah with marketing and advertising, remember the fake religious protest?
And EA’s public apology? Nothing more than ‘oh, dear, you all misunderstood us, we didn’t actually mean to give off the perceptions that we did, no, we apologize for your misunderstanding our tactless, tasteless and pimply-faced contest’ or officially: We understand there’s a lot of debate right now around our “Sin to Win” promotion at Comic-Con and wanted to clarify a few things. (mainly, that we forgot all the Public Relations lessons we ever learned). We created this promotion as part of our marketing efforts around the circle of Lust (one of the nine sins/circles of Hell). (And our marketers are 15 year old pimply boys who can’t fathom why anyone would be upset at a call to harass women). Each month we will be focusing on a new Circle of Hell. This month is Lust. Costumed reps are a tradition at Comic-Con. In the spirit of both the Circle of Lust and Comic-Con, we are encouraging attendees to Tweet photos of themselves with any of the costumed reps at Comic-Con here,(we’re going to pretend we don’t know the connotations of a phrase such as ‘commit an act of lust’ or ‘a SINful night’ with a booth babe.), or find us on Facebook or via e-mail. “Commit acts of lust” is simply a tongue-in-cheek way to say take pictures with costumed reps. Commit acts of lust is also a tongue-in-cheek way of saying ‘maybe spank an ass’ or ‘grab a boobie’ Also, a “Night of Lust” means only that the winner will receive a chaperoned VIP night on the town with the Dante’s Inferno reps, all expenses paid, as well as other prizes.(How could you misinterpret that with ‘night of sin’ We apologize for any confusion and offense that resulted from our choice of wording (honestly, we were hoping no one would actually care or fuss or point out how, from a PR and marketing standpoint, we should have known better) , and want to assure you that we take your concerns and sentiments seriously.(well, not really, but we have to say that to cover our ass, mainly we’re mad we have to explain ourselves.) We’ll continue to follow your comments and please let us know if you have any other thoughts or concerns. Keep watching as the event unfolds and we hope you’ll agree that it was all done in the spirit of the good natured fun of Comic-Con. (We promised our marketing and PR staff we wouldn’t fire them, please please, they do such wonders for us).
Well, at some point, one would hope that EA’s marketers and PR folks are being blasted for allowing this to come up. Hopefully they are embarrassed as hell, and hopefully, some people with a semblance of understanding between cheap publicity at any cost and true marketing campaigns, will either be listened to or hired. But then again, maybe this is what we should expect from EA, the Peter Pan of the Game Industry.