AWARD CRITERIA: Effective communication of product or brand messages, Creativity, Influence on sales performance, Efficiency and customer service
TRADE MARKETING TEAM
SCE UK A crucial initiative for 2011 was SCE UKʼs Brand Ambassador scheme, which focused on training retail staff with product knowledge about PlayStation games and hardware. The schemeʼs official website was revamped in October and attracted more than 400 new registrants within a week. The site now has a userbase of more than 1,200 retail
employees, who were all taught about the PlayStation Vita and its unique features. SCE UKʼs trade marketing team also worked with stores around the nation on the Vita launch, arranged a pop-up showcase in John Lewisʼ Oxford Street branch and formed the PS Vita Mobile Team, which toured the UK to provide sampling opportunities to both retailers and consumers.
SEGA Segaʼs small but efficient team centred its efforts around Sonicʼs 20th Anniversary last year, working to ensure that its spiky mascot was present in all forms of retail. POS was created with everyone the likes of HMV and GAME to Sainsburyʼs and Tesco, pushing new releases like Sonic Generations and price promotions for back catalogue titles. The team worked closely with GAME on a weekend of fan events to celebrate the anniversary, with all GAME stores offering consumers exclusive merchandise such as posters and Sonic hats. Sega UK built its largest ever stand for GAMEfest and UK boy band The Wanted were on hand at the launch of Mario & Sonic 2012, having starred in the TV ads.
UBISOFT
The Ubisoft UK team concentrated on driving pre- orders for the publisherʼs biggest releases. For Driver: San Francisco, the publisher created an augmented reality app mini-game for smartphones – beating it could win gamers a trip to San Francisco. The printed marker that activated the game was available from retail partners when they pre-ordered Driver. The high number of downloads has encouraged Ubi to use this tech for future games. Ubisoft also ran a digital pre-order campaign for Assassinʼs Creed: Revelations on behalf of a retail partner during E3 – increasing pre- orders for the game by more than 300 per cent. The team has also used TV tagging to promote its Christmas release in collaboration with retailers.
WARNER BROS INTERACTIVE
ENTERTAINMENT Supermarkets were a significant target for the Warner team last year – specifically, Tesco. The publisher partnered with the grocer on a number of exclusive promotions for Batman: Arkham City, including branded delivery trucks and prominent placement of the Joker DLC. This was the first time premium DLC had been promoted through a supermarket. Long-tail POS campaigns also helped ensure Batmanʼs success, with store displays appearing six months before the game was released. The Dark Knight even became the first fictional character to take part in HMVʼs ʻMy Inspirationʼ campaign.