WWW.MCVUK.COM
RETAILBIZ: MICHAEL JACKSON: THE EXPERIENCE MCV 15/10/10 63
MARKETING JACKSON
Ubisoft is promoting its MJ music game with a full-scale marketing campaign running up until Christmas.
TV A series of ads will run on talent and music programmes such as X Factor, targeting millions of viewers.
WII YOU BE THERE
The first major console Ubisoft is releasing Michael Jackson: The Experience on is Wii. Given the publisher’s previous dancing game succes (Just Dance) Wii is the ideal platform for the game, offering Jackson fans motion-sensing technology to capture their killer moonwalks. It’s the first Michael Jackson game on
Wii that allows players to step into the shiny shoes of the King of Pop himself. Users can perform each track by copying an on-screen avatar of Michael, who acts as the game’s coach. Stages are inspired by his world famous music videos from the streets of ‘Smooth Criminal’ to the natural landscapes in ‘Earth Song’. The game also features on- screen lyrics for users to sing along to
while mastering their off-the-wall moves.
And new Michael Jackson fans
needn’t beat it – there’s a tutorial mode with video clips and expert advice from a pro choreographer that teaches users how to grab themselves and moonwalk like the best of them.
The DS and PSP versions of the game are based on rhythm action gameplay and also feature some of Michael Jackson’s greatest hits.
Players can tap along to the beat on the portable versions to progress and unlock new tracks.
The DS and PSP games even feature exclusive ‘rotoscoping’ technology, which tracks their dancing prowess even without a Wii Remote. Not bad. “Michael Jackson: The Experience makes learning to dance like the
UBI NOT ALONE There’s also the option for a group of four players to dance together, either as four Michaels or three backing dancers with one player taking the lead as MJ. Ubisoft says the widespread appeal of Michael Jackson combined with the multiplayer aspect and a strong marketing campaign (see ‘Marketing Jackson’) will result in a Q4 sales success. Grant says: “We are very confident that a strong marketing campaign coupled with the incredibly strong brand of Michael Jackson will ensure that everybody will be dancing to his tracks all through the Christmas holidays. And they won’t stop until they get enough.”
ultimate pop icon fun and accessible for everyone,” adds Grant.
OUTDOOR A nationwide shopping centre tour will kick off one month before release to drive awareness of Just Dance 2as well as Michael Jackson: The Experience. A star-studded media launch event will also help create buzz with key journalists attending.
PRINT Ubisoft will be running a focused print campaign in a handful of the women’s weekly magazines, featuring some stand out iconic Michael Jackson imagery.
ONLINE The publisher will be targeting the large Michael Jackson fanbase on community sites and blogs, with promotions running on the official Facebook page and website at
www.michaeljackson.com. Ads will also run on MSN Messenger with pre- roll video and skins running on various websites.
RETAIL The game will receive premium space in stores with the King of Pop’s face appearing on a variety of POS materials, catalogues and posters.
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