Last Friday, Electronic Arts released the trailer of upcoming World War I first-person shooter video game called Battlefield 1 on YouTube. Just four days prior to May 6, Activision released a 3-minute trailer for Call of Duty: Infinite Warfare hoping not to collide with their competitive behalf. Both trailers generated a significant response from the YouTube community, but it created divergent paths for both first-person videogame trailers – One was the most disliked; and the other was the most liked, in the gaming trailers history.
Let’s elaborate these statistics,
Video – Battlefield 1 Official Reveal Trailer
Likes – 1,290,944
This one minute video did what Call of Duty never thought of. Battlefield 1 became the most “Liked Game Trailer” ever in the history of YouTube gaming. Although Battlefield 1 has not been added to the linked YouTube playlist because even the 100th most liked video have a score of 2.2 million likes. But, according to our research, no game trailer has received more than 1 million likes.
If you think that 1 million likes are not a big deal then have a look at the viewership of other top game trailers who all have broken the sales records but never made into the list.
44 million views – 281,239 likes
29 million views – 261,340 likes
12 million views – 87,939
9 million views – 67,034 likes
9 million views – 56,649 likes
7 million views – 44076 likes
4 million – views 17,313 likes
2 million views – 9253 likes
Video – Call of Duty: Infinite Warfare
Dislikes – 2,239,270 (still counting)
Now that it’s official that Call of Duty: Infinite Warfare is the most disliked trailer in “GAMES” category, it is also the second most disliked video in YouTube history. Yup, it’s ahead of Friday by Rebecca Black, to “Gangnam Style” by Psy and fighting for the first position with Justin Bieber – Baby.
Considering the fact that Call of Duty was able to rise ahead of GHOSTBUSTERS (Most Disliked Movie Trailer) is a beautiful reminder that Gaming community on YouTube holds an utmost importance ignored by “Other Twitch Fans” who oppose YouTube.
But, does this negative image ruined their YouTube channel ?
In fact, they got a significant boost on subscribers and also increased their viewership on their dying channel. Here is a graph obtained from our free YouTube channel review feature where you can check the performance of any YouTube channel you like.
So, does a negative information/news about a product hamper the sales, and if so, when? There is a popular PR wisdom that “any PR is a good PR”, but to what extent? Should marketers of Call of Duty worry about the bad publicity of their multi-million dollar product which is expected to sell millions in the first launch phase?
Negative publicity does hurts. When a rumor circulated that McDonald’s used worm meat in its hamburgers, sales decreased by more than 25%. Back in 2003, Cadbury’s found itself in the eye of a storm, when a few instances of worms in its Dairy Milk bars were reported in Maharashtra. The heat of negative publicity melted Cadbury’s sales by 30 %, at a time when it sees a festive spike of 15 %.
But there are other diverse effects of this kind of publicity. As a recent study from Stanford Graduate School of Business stated an example of a wine described “as redolent of stinky socks,” for example, saw its sales increase by 5% after it was reviewed by a prominent wine website. Similarly, although the movie Borat made relentless fun of the country of Kazakhstan, Hotels.com reported a “300 percent increase in requests for information about the country” after the film was released.
Although these may just be idiosyncratic examples, they suggest that negative publicity may not always be a bad thing. The most disliked videos like Anaconda (#8), Stupid Hoe (#10), Wrecking Ball (#6), and Baby (#1) have won/nominated for MTV and grammy awards before and are considered to be the best these artists can offer.
So, do you think that the negative review of Call of Duty could affect the sales and image of the brand? Do comment below and let us know.
Being an artist, movie buff and a media enthusiast, content writing is my career train. I am a proud alumni of Symbiosis Institute of Media Communication (Pune) and currently working for Vidooly.