When social needs to be hyper local
The Behemoth is a small independent game studio that has produced some modern classics like Castle Crashers and Alien Hominid. Lacking the massive marketing budgets of their competitors they rely on the quality of their games and word of mouth. To spread that word of mouth they use their social channels like Twitter, Facebook, and YouTube. These platforms work to reach the broad spectrum of people who are already fans, but today they are at PAX East, the largest video game conference on the east coast. They could tweet to their hearts content, but they need to reach the people at PAX, not the Internet at large.
To do that they are posting updates and doing an un-official Q&A on the localweb slash /thebehemoth. The slash isn’t an app people have to download, it’s a URL, localweb.is/thebehemoth and anyone who is at the conference can go there and see what The Behemoth is up to. Promoting the slash at PAX is as easy as putting up a sign with the URL at their booth.
While they only have 51k Twitter followers, which isn’t much compared to other game developers, their local web game is on point. All the posts, comments, and activity in /thebehemoth is causing that slash to rise to the top of the front page. The front page is a list of the most popular and active slashes in a 2 mile radius. At PAX, the front page is basically a barometer of what people are talking about and excited about, in real time.
While Bethesda Studios has over a million Twitter followers, very few of them are actually at PAX, and even fewer are paying attention to their noisy Twitter feeds. But since the local web essentially filters out the global noise, it becomes hyper relevant. What’s trending at PAX this minute? There is a good chance it’s the folks at The Behemoth who are working the intersection of social and local: the local web.
Note: PAX and The Behemoth are not officially affiliated with the local web. The above is just an example of what could happens when the local web launches at PAX East in April.
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