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MCV 08/10/10 7 NEWS Ubisoft gets fit with £1.2m ad blitz
by Dominic Sacco Kinect game Your Shape: Fitness Evolved backed with huge campaign running right through to January
THE NEW Your Shape will be supported by a £1.2m campaign when the Kinect game launches next month. Advertisements for Your Shape: Fitness Evolved will run from November to January online, on TV and in print, in a bid to attract a mainstream audience.
The title will be backed by advertorials in national lifestyle magazines including Zest, Men’s Health, Cosmopolitan, Closer, Fabulous and more. The campaign will also spread across a mix of
popular websites, blogs and online communities in order to pull in casual gamers, fitness fanatics and non-gamers alike. “Our aim is to really get our product in front of a large audience and educate about its unique technology and benefits,” Ubisoft’s UK brand manager Ombeline Wallon explained to MCV. Fitness Evolved is the second game in Ubisoft’s Your Shape franchise, and the first on Xbox 360 Microsoft’s motion accessory Xbox 360 Kinect. The original Your Shape was released on Wii last year. It features ‘Player
Your Shape: Fitness Evolved features special software to support Kinect’s motion-sensing
Projection Technology’ for accurate motion capture, professional fitness trainers, an in-
game fitness plan, a range of workouts and a camera angle where the users can see themselves performing on-screen.
“
are obviously dependent on the sales of Microsoft’s Kinect,” added Wallon.
“But the game certainly has all the attributes to succeed, as
Our aim is to get the product in front of a large audience and educate about its unique technology and benefits.
Ombeline Wallon, Ubisoft
The Kinect exclusive has an RRP of £39.99 and is currently scheduled for release in November, around the launch of the motion peripheral.
“The results of Your Shape: Fitness Evolved
well as a strong marketing plan to support it from release all the way to January.
“The variety and depth of content will make Fitness Evolved a very serious contender on the market this winter.” Ubisoft: 01932 578000
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