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RETAILBIZ: JOHN DALY’S PROSTROKE GOLF MCV 17/09/10 55
John Daly lends his powerful drives, expert tips and interesting dress sense to O- Games’ ProStroke Golf
SWINGING TO MARKET
The marketing campaign for John Daly’s ProStroke Golfis the biggest O-Games has ever undertaken, spanning a broad reach of channels right up to 2011.
TV This campaign kicks off in October and will run for three weeks, reaching 5m sports fans. Spots will appear on Sky Sports 1, 2, 3, 4, Sky HD, E4, Sky 1 and Dave around key programming such as the Ryder Cup, Premiership football matches and Soccer AM.
“And as the first golf game to fully integrate PlayStation's new Move motion controller from launch, it gives players complete control over their swing and golf shots, delivering stunning accuracy.”
PS3 Move users can set up their stance, ball position and alignment, take practice shots then swing the motion accessory to make the in-game ball fly. The technology takes the player’s wrist rotation, club face angle, swing power and path into consideration to recreate a lifelike experience. For accessibility, there are three skill levels to choose from – amateur, pro and tour pro, which also affects the quality of the player’s swing. There are also a number of fully licensed golf courses to choose from, along with five different game modes. For example Challenge Mode allows
users to pitch themselves directly against a pro, including John Daly himself, who also offers players expert tips and tutorials.
THE DALY PLANET
O-Games says obtaining a unique sportsman like Daly for celebrity endorsement can help drive further interest in the game.
“John Daly is famous for his colourful character, no nonsense ‘grip it and rip it’ style of play and for being one of the biggest drivers of a ball in the professional game of golf,” says Scott. “However, he is first and foremost a very talented golfer and has remained so for a number of years. We were keen to ensure that we worked with someone that everyone could relate to, especially as golf can sometimes be seen as an elitist sport.
“We feel that John is the perfect sportsman and fun-loving character to deliver our message to anyone, however skilled at golf they may be. We are working closely with John to promote the product to his fanbase.” John Daly’s ProStroke Golf has already been well received by the specialist press and O-Games anticipates strong reviews approaching release. With its unique control system, Move integration and The Lion himself, John Daly’s ProStroke Golf is set to land a hole in one when it arrives on shelves.
RELEASED: OCTOBER 8 FORMATS: 360, PS3, PC PUBLISHER: O-GAMES DEVELOPER: GUSTO GAMES PRICE: VARIOUS DISTRIBUTOR: OG INTERNATIONAL CONTACT: 01933 442660
RADIO Ads, competitions and editorial will run on TalkSport in September and October reaching over 2m listeners.
ONLINE O-Games is working with
SkySports.com, Google, YouTube, Golf 365and The Sunto get a range of ads online including MPUs, pre-rolls, leaders, banners and targeted email campaigns.
PRINT/PR Specialist, sports and mainstream publications have been covering the game since E3 in June and will continue this up to the game’s release. Following this, advertisements will appear in sports, lifestyle and golf media.
RETAIL O-Games’ CEO Jim Scott says: “We will work closely with our trade partners to ensure that we deliver a strong and compelling message in-store, focusing on format- specific promotions, PS3 Move launch promotions and retail- specific campaigns.”
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