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RETAILBIZ: LEGO HARRY POTTER: YEARS 1-4 MCV 11/06/10 81
POTTERING ACROSS THE UK
Warner Bros. is promoting LEGO Harry Potter: Years 1-4 with an extensive marketing campaign, reaching the following:
TV Warner Bros Interactive Entertainment is running heavyweight TV commercials starting one week ahead of release (on June 25th). This will continue for three weeks across terrestrial and satellite channels such as ITV, Channel 4, Five and Sky One.
CINEMA Commercials will run all summer across key blockbuster family films in cinemas. The box office is predicted to reach a staggering £80m across these films and will command a family audience of over 20 million admissions.
HOGWARTS HEROES In fact, LEGO’s 3D, immersive Hogwarts is the most detailed LEGO game location ever created. Gameplay elements include potion-making, spell- casting, puzzle-solving and magical building. There are over 100 playable characters, from the obvious ones like Harry himself, Ron Weasley, Hermione Granger and Draco Malfoy, to more obscure fan favourites like Fang, Dobby and Buckbeak.
Of course the game comes from
Traveller’s Tales, the brilliant studio behind all the LEGO games to date. And, as you’d expect, it features the team’s trademark humour, particularly in a collection of hilarious cut scenes. Players can attend lessons in Hogwarts, interact with the professors, learn to fly on broomsticks and
complete tasks to collect LEGO studs. There is also the traditional drop- in/drop-out co-op play that LEGO players have grown to love. Warner Interactive has a mammoth marketing campaign planned for Harry Potter: Years 1-4 covering a range of avenues (see ‘Pottering across the UK’). WBIE UK sales and marketing director Spencer Crossley adds: “Our key target audience is kids aged six to 12 years-old and their parents, along with the millions of LEGO and Harry Potter fans.”
“The enthusiasm from all kinds of media, from kids and parenting magazines to hardcore games websites, has been overwhelmingly positive. “We also have ‘super supporters’ of our LEGO games amongst really high profile media, such as Radio 1’s Jo
RELEASED: JUNE 25 FORMATS: 360, PS3, WII, PC, PSP, DS PUBLISHER: WARNER BROS. DEVELOPER: TT GAMES PRICE: VARIOUS DISTRIBUTOR: CENTRESOFT CONTACT: 0121 625 3388
Whiley, who brought her sons in to Warner Bros. for a gameplay demo and then interviewed one of them live on-air for a full three minutes.
“Our final push will focus on a ‘Christmas in Summer’ media tour of Future Publishing, IPC Magazines, Haymarket, Bauer and Panini to secure the most prominent spots in this year’s Christmas buying guides.” LEGO Harry Potter: Years 1-4 will be released for Xbox 360, PS3, Wii, PC, PSP and DS on June 25th.
PRINT There will be a widespread print campaign running throughout June and July in kids press. The titles involved have a combined circulation of over 800,000 and readership of four million.
ONLINE Internet activity will reach over eight million consumers in June and July with a mixture of display advertising, integrated micro sites, search activity and CRM.
THIRD PARTY PROMOTIONS LEGO Land will be running a number of activities including a two-for-one entry offer on-pack and competitions to annual pass holders. The Xbox 360 Zone in LEGO Land will also get a Harry Potter takeover with intensive sampling activity in June and July.
TRADE LEGO Hogwarts Express will come to life in various forms, at retail, online and at a number of high profile/footfall locations, throughout the summer.
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