Strategic Message Planner: Critical Role

Advertising Goal
To build Critical Role as an inclusive community where everyone can feel like they can come
together to enjoy safe and powerful storytelling.

Client: Key Facts

 Critical Role is headquartered in Burbank, California.
 Originally founded in 2015 by notable voice actors who continue to hold most of the
senior positions within the company.
 Critical Role produces several different programs on diverse social media platforms,
reaching over half a million viewers weekly.
 Their current project is an animated series based around their first campaign, “Legends of
Vox Machina,” which will be released on Amazon Prime with two seasons. The series
was completely crowdfunded and is noted at the most successful Kickstarter in Film and
Television.
 Critical Role has partnered with Wendy’s, Wizards of the Coast, Hot Topic, Dark Horse
Comics, Steven Colbert, and many other celebrity and charity organizations in
promotional and fundraising events.

Product: Key Features

 Critical Role is classified within the entertainment industry as a multi-platform content
streaming company.
 Originally produced under the entertainment company Geek & Sundry, in 2019 Critical
Role became independently creating and producing its own products.
 Regularly scheduled live stream content is available on the Twitch streaming app, with
content disseminated through multiple social media channels, including video and
podcast platforms, soon after.
 It is free to watch Critical Role’s content as it is live broadcasted on Twitch, or when
released on other social platforms. A Twitch subscription is required to watch archived
videos on their Twitch account, which generally costs five dollars a month. All other
social channels are free to follow.
 Critical Role also has merchandise available within its online store, available to United
States and United Kingdom markets separately.
 Recently, Critical Role merchandise has also been made available at Hot Topic stores
across the United States.
 Specific content created by Critical Role members has been made available for Dungeons
and Dragons gameplay, including campaign books and character classes.
Target Audience: Demographics and Psychographics
Critical Role’s current consumer market consists of males between the ages of 25-44. This is
likely attributes to those being the specific demographic familiar with Dungeons and Dragons in
its original popularity, or those familiar with the actors from their other works.
The target audience for this campaign would be males and females between the ages of 15-24,
notably classified within the older ages of the Generation Z demographic. These individuals are
growing up already accustomed to technology and especially social media and are, therefore,
more likely to indulge in entertainment content that is social based.
People within these categories have been reported to enjoy more creative outlets and pursue
creative careers. This should nicely play into the branding and creativity of Dungeons and
Dragons. Other reports have shown that this generation places an important emphasis on
inclusivity and equality, which are traits that Critical Role strives to achieve in their productions
and stories.
The rising popularity of Dungeons and Dragons has been taken note of, with many references in
pop culture media, so there is a fair chance that this demographic may be familiar with the term
Dungeons and Dragons. The rising trend, however, is still new, so they may only know D&D in
name only, and not content. This puts Critical Role is the perfect position to introduce newly
interested audiences to its content.

Product Benefits
 Inclusive environment. A loving community isn’t just a fantasy anymore, even if the
gameplay might be.
 Empowered enrichment. Learn to overcome challenges with the wit of a wizard or
bravery of a barbarian.
 Real-time involvement through live streaming. Where you become a part of the story, as
you watch it unfold live.
 Easily Accessible. Embark on the adventure from the comfort of your own space and
follow along at your own pace.

Direct Competitors and Brand Image

The recent popularity of Dungeons and Dragons can be attributed to several different programs
offering similar formats to Critical Role. A large competitor would be the McElroy Family
D&D/RPG podcast, “The Adventure Zone” which started podcasting a year before Critical
Role’s creation.
Although there are similar aspects between the two groups, the Adventure Zone is largely
differentiated in that it is played with a larger focus on humor and shorter podcasting timeframes.
A typical Adventure zone episode will last around and hour long, whereas Critical Role streams
will go between 3-5 hours of in-depth storytelling and character arcs.
With the release of Critical Role’s Animated Series, the only other competitor in the realm of
animated gameplay would be the partly animated D&D show “Harmons Quest,” which does not
have as dedicated of a following.
Indirect Competitors
 Other live-play content. There are numerous other forms of live-action content that can
take the attention away from our audience, from videogames to chats. These however
lack the storytelling impact.
 Movies and Television shows. With movie theaters and streaming services abound,
people are not without ways to engage with storytelling mediums, but the downside is
often the price tag to watch said media.
 Live Action Role Play. Although not as popular, a strong base of consumers engage in
“LARPing” as another way to live out fantasy storytelling.
Product Brand Image
Current Brand Image: Critical Role is recognized for its achievements in entertainment,
revitalizing the Dungeons and Dragons popularity with its captivating storytelling and talented,
professional and seasoned voice actors playing out the story. With a strong community who has
been with it from the beginning, Critical Role is known for its professional and intense
storytelling, which may be intimidating for newcomers to be introduced to.
 Desired Brand Image: Critical Role is a fun and engaging storytelling medium that builds
a community of inclusion and fulfillment through D&D gameplay and other content.
Everyone who engages with Critical Role will feel a part of the community and safe to
try new things and grow together.
 Brand Image Challenge: The largest challenge would be convincing new audiences to
join into the campaign, where it may feel overwhelming to do so because of the high
scale professionalism and immense storytelling aspects of the game, where other streams
are easier entrance due to the lighthearted and short style content.
Strategic Message:
To the youth and young adults of this generation, Critical Role promises that joining in our
community and watching our content will welcome you to an adventure of a lifetime, where you
will feel safe to try new things and learn to overcome life’s challenges through the mythical
world of Dungeons and Dragons. Your story is just beginning, let us help bring your fantasy to
life.
Supporting Evidence:
 Critical Role’s live streamed and other content is available to watch throughout the
world, with merchandise available for purchase in the United States and United
Kingdom.
 Critical Role has hundreds of hours of content available to watch, with new content
streaming live several times a week.
 Was awarded the Webby Award for Video Series & Channels – Games and the Shorty
Award for Games, each in 2019.
 Has hundreds of fan-produced artwork, music, stories, merchandise and more that is
created weekly.
 Critical Role has raised hundreds of thousands of dollars through numerous charitable
events and fundraisers, helping many different charitable organizations.
Print Ad
Title: “Fireball” (Radio Ad)
Client/Sponsor: Critical Role
Length: 30 seconds Air Dates: September 12- October 31, 2020
SFX: Office Noises (phones, computers, etc.)

Secretary: Mr. Ray will see the next interviewer now.

SFX: Transition noise of ruffling paper, etc.

Mr. Ray: So… tell me of an experience where you

solved a conflict with others?

Man #1: Well… I…

SFX: Flashback twinkling noise

Woman #2: You find yourself faced with the dragon,

flames surging from its mouth and ready to
strike. Your fellow adventurers are down, and
it’s all up to you. What do you do?

Man #1: I… uh… I… I cast fireball! Fireball! Yeah!

Ha-ha! Take that, dragon!
SFX: Record Scratch

Mr. Ray: Excuse me? Did you say Fireball?

Man #1: Uh… yes?

Mr. Ray: Well that’s the craziest thing I’ve heard!

(a slight pause)
A lightning bolt would have been a much
better option to use!

Man #1: What?! No way, fireball did the trick!

Mr. Ray: Tell me, did you at least kill the dragon?

(Dialogue between the two fades as

announcer starts to speak.)

Announcer: Your life is an adventure. Let us help bring

your fantasy to life. Learn more at
Critrole.com

###
Title: “You’re Turn to Roll” Ad
Client/Sponsor: Critical Role
Length: 60 seconds Air Dates: September 12- October 31, 2020

Black screen starts (:03) (Sound of slow, deep breaths)

CU – Young woman on track in starting Female Voiceover: The challenge is set

position for a race. Face lifts, focused look in before you.
her eyes. (:04)
(breaths continue, until frame changes, then
WS – Young man in a classroom surrounded breaths transition to sound of clock ticking
by students is taking a test. (:04) with intensity)

CU – Young man’s face, biting pencil with Male Voiceover: Ready or not, the time is
look of deep contemplation. (:04) come to show what you’re made of.

CU – Shots back and forth between the faces (clock ticks turn into drumbeats, still
of young woman and young man (:05) increasing intensity)

Male Voiceover: So, the question is…

(Drums stop)

CU- Young woman’s face, still looking up Female: How do you want to do this?
and focused. (:03)
(Gunshot sound off, starting race)

MS – Showing her from the side, young (“Your turn to roll” starts playing in the
woman starts running down the track. (:02) background, will go until end of ad.)

CU – Young man shown excitedly filling in Male Voiceover: With the wit of a wizard to
answers to test. (:04) find the solution.

MS – Panning, young woman running, jumps Female Voiceover: And the power of a
over hurtle. (:03) warrior to overcome the odds.

WS – Young Man in classroom, finishes test,

puts pencil down, walks and turns test into
teacher at front. (:05)

CU – Young Man leaving classroom, looks Male Voiceover: And no matter the outcome.
back for a moment then leaves. (:03)
MS – Young Woman runs through finish line,
raising arms in celebration (:03)

MS – Young woman still catching breath, Female Voiceover: Whether you win or
hand stretches out and pats her on shoulder. lose…
Young man appears to celebrate with her.
(:04) Male Voiceover: You’re a part of the
adventure.
WS – Interior of a living room. young woman
and young man sit on couch. (:02)

CU – Perspective behind both, young man

pulls up phone and presses screen to play. (Music Stops)
(:03)

CU – Phone Screen, Matt Mercer appears, Matt Mercer: And it’s your turn to roll.
Critical Role Logo behind him. (:04)

Fades to black, expect Critical Role Logo, Matt Voiceover: Follow us now and join the
appears Critrole.com beneath it. (:04) adventure.

###
Web/Mobile Ads
Title: 5:00 p.m. news promo
Client/Sponsor: Critical Role
Length: 30 seconds

Music
News Theme plays, then fades out.

Establishing Shot Jeremy Harris

Jeremy Harris, news reporter, standing in
open area at Salt Palace Convention Center Tonight at 5:00 p.m. on Channel 2, KUTV
duing FanX Comic Convention News.

Dungeons and Dragons has seen a resurgence

in pop culture, but what is drawing so many
people to this role playing phenomena?

Here at Salt Lake’s annual FanX Comic

Convention, I sit down with one of the largest
new icons on the D&D scene, Matt Mercer
from Critical Role, a role-playing
entertainment company.
Second Shot
Jeremy Harris is sitting down with Matt
Mercer in a sectioned off, press section, at the
FanX Comic Convention.
Matt Mercer

I think more and more people are finding a

home with D&D roleplaying because of the
close community it brings together, where the
world is shifting more digitally and farther
apart.

Jeremy Harris
Third Shot
Back to Jeremy Harris, same location Tune in at 5, as we delve deeper into the Matt
Mercer’s reasoning, and perosal experiences,
with Critical Role and Dungeons and
Dragons.

Music
News Theme. (Established, then fades as :28)

###
Title: You’re Not Alone
Client: Sponsor: Critical Role
Length: 30 seconds

SFX: EKG heartbeat monitor noise,

establishes, then continues under
spokeswoman.

Spokeswoman: This is the sound of someone suffering from a

physical illness.

This is the sound of someone suffering from

depression.
SFX: Silence (:03)

You may not be able to see it or hear it, but

Depression is a real illness that effects over
millions of people.
Music: Calm Orchestral track fades in and
continues in background to end of ad.

Liam O’Brian: People are facings monsters like these

everyday and their battles are very real. If you
are struggling with depression, know that you
are not alone.

Laura Bailey: For more resources to cope – and to help

other – go to SAMHSA.com or 1-800-662-
HELP for free information and confidential
assistance.

Liam O’Brian: Don’t fight your battles alone. You matter. A

message from Critical Role, in assosiation
with the Substance Abuse and Mental Health
Services Administration
Music: Fades out at (:28)