WWW.MCVUK.COM
RETAILBIZ: JAMES BOND 007: BLOOD STONE MCV 15/10/10 55
MARKETING BRIEF
As well as the 30-second TV ad showcasing GoldenEyeon Wii, Activision is also spending big on a marketing campaign for James Bond 007: Blood Stone,too.
TV
Other stars appearing in the game include Dame Judi Dench, reprising her role as M, and singer Joss Stone. Stone not only plays the game’s Bond girl, she also provides the title song, which plays over the opening credits reminiscent of Casino Royale’s. With so much Hollywood talent behind the game, Activision is positioning this as a fully-fledged Bond adventure worthy of the films, which puts players in control of the action. Rather than using the first-person perspective, the game is a third-person action adventure using the game engine from Bizarre’s 2008 title The Club. This allows players to see Craig at his best: sneaking from cover to cover, gunning down terrorist henchmen or beating them with his trademark takedowns. Beating a thug into unconsciousness charges the Focus Aim meter, which
allows players to pull off rapid-fire headshots without having to aim manually. By chaining together these attacks, Bond can dispose of terrorists without taking a hit.
There are also plenty of stunt sequences, akin to the on-foot chases from the last two Bond films, so expect plenty of near misses and leaps of faith.
OPTIONAL EXTRAS With Bizarre’s strong racing pedigree, it will come as no surprise that Blood Stone features plenty of car chases. Whether players are racing around in the new Aston Martin Vanquish or the classic DB5, the vehicular sections of the game will feel like something out of a classic Bond film. Of course, since Craig’s iteration of Bond doesn’t use gadgets there will be no ejector seats or hidden stinger
missiles to protect gamers from harm. Instead, they will have to depend on their own skills and the smooth handling of Bizarre’s driving mechanics to avoid enemy fire and other hazards. There are even chase sequences in other vehicles such as speedboats, and these merge seamlessly with the third- person shootouts so that players are never torn away from the action. Throw in team-based multiplayer and James Bond 007: Blood Stone forms the complete Bond gaming package. While GoldenEye may seem to be the higher profile release, Activision will still be pulling out all the stops to ensure 007: Blood Stone performs just as well at retail (see ‘Marketing Brief’). By providing everything a fan could want while they wait for the next film, the game keeps Bond’s followers satisfied with an authentic action adventure.
A significant TV campaign will run throughout the months leading up to Christmas, including the 30-second GoldenEyead during The X Factoron Saturday, October 30th.
RETAIL Activision is also implementing multiple trade mechanics, including unlock codes and gifts with purchase and bundling. The firm says it has already seen strong pre-order figures building, particularly with the limited GoldenEye 007Classic Edition bundle, which includes the special Gold Classic Controller.
PRINT/ONLINE Multiple site takeovers and advertising will target Bondfans online, while multiple DPS placements will run across the specialist press around the game’s release up to December issues.
PR A wealth of creative PR activities will ensure both Bondgames achieve market cut-through during the competitive Q4 timeframe, with key awareness drivers.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92