Look at the Promoted Trend today on Twitter and you will see #yourmomhatesthis . Any children seeing that would probably be tempted to click on it wouldn’t they? I mean, part of growing up is wanting to rebel against your parents. If Mum says no, you do the opposite. So using that as a way to sell something is a pretty clever idea.
Head over to www.yourmomhatesthis.com and you will see that it is in fact a site promoting the sale of a highly violent and bloody video game called Dead Space 2. As some of you may be aware I am a pretty keen gamer and usually I don’t have a problem with violent / bloody video games because they are aimed at the correct target audience (over 18’s usually) and while younger people will always get hold of these games at least the advertisers have been responsible by not actively aiming it at younger children.
The campaign is not something that is being aimed at the UK as the game does have a 18 certificate and in the US the game is rated as M. Titles rated M (Mature) have content that may be suitable for persons ages 17 and older. Titles in this category may contain intense violence, blood and gore, sexual content and/or strong language.
The campaign is a few videos of a focus group that consists of middle aged and older women being asked to sit and watch some clips of Dead Space 2.Their reactions are filmed and then they do a little closing bit at the end saying how horrid the game is and why people shouldn’t play the game.
With the game being intended for over 17’s in the US is marketing it to them saying “your Mom hates this” the best route to go? They have the power to go in and buy it if they wanted to and their “Mom” couldn’t stop them. But if anyone under the age of 17 sees the ads then do you not think they would pressure their parents into buying the game for them? I know what it was like for me when the original Grand Theft Auto came out and I kept badgering my parents to get it for me, eventually they buckle and I’m playing a game that is not intended for me.
“It’s Revolting, It’s Violent, It’s everything you want in a game…And your Moms going to hate it” Is the line that is spoken in the trailer on the web page…That opens up a whole other issue that I could talk about for hours. That is not everything I want in a video game, innovation anyone!?
I have always been someone that has said it’s up to the parents to decide whether they want their children to watch films, play games or listen to music that is aimed at a higher age groups but I just feel that EA using this specific strapline just pushes it towards people who the game is not intended for and it’s a little irresponsible. No doubt it will make money for EA and all publicity is good publicity and at the end of the day that’s what counts but should their marketing campaign not be directed at the age of the people that the game is supposed to be for?
Do you have any thoughts on this campaign? Or do you know of any similar campaigns? Sound off below.