AWARD CRITERIA: Effective communication of product or brand messages, Creativity and execution, Influence on sales performance, Impact versus budget available, Media strategy
GAME CAMPAIGN
JUST DANCE 3 (UBISOFT)
In addition to substantial above-the-line marketing, Ubisoftʼs main focus for the Just Dance 3 campaign was its sponsorship of Katy Perryʼs California Dreams UK Tour. Competitions for the chance to meet Katy Perry became key messages online, on TV and through Facebook. Just Dance 3 even featured in the official music video for Perryʼs ʻLast Friday Nightʼ. The close ties with music continued through the appearance of Just Dance Disco Bus at the Isle of Wight Festival and other events. A second fitness-orientated marketing campaign began around Christmas.
SAINTS ROW: THE THIRD (THQ)
Marketing a title as outlandish as Saints Row: The Third takes a lot of creativity, but thatʼs something THQʼs campaign had in spades. One of the main trailers for the game spoofed those of Modern Warfare 3 and Battlefield 3, while four-foot purple dildo bats – yes, you read that right – were sent to top London media outlets. These were highlights in what THQ describes as an ʻalways onʼ eight-month campaign, where new information about the game was gradually fed to consumers to maintain hype. The majority of marketing pushed the Professor Genki pack to drive pre-orders. The publisher upped the ante closer to launch with heavyweight TV ads, digital London
Underground takeovers and the first video game ad on Googleʼs Pay Per View service.
THE ELDER SCROLLS
V: SKYRIM (BETHESDA) Skyrim benefitted from Bethesdaʼs biggest marketing campaign to date and the game exploded at retail, despite stiff competition from massive brands such as Call of Duty and Battlefield. The focus of the campaign was on trailers, with cinema ads showing before screenings of X-Men: First Class, Captain America and other summer blockbusters. The live action launch ad premiered to an audience of millions during An Idiot Abroad on Sky 1. As well as print promotions in games magazines, Bethesda teamed up with LoveFilm for branded envelopes and Forbidden Planet for branded plastic bags.
UNCHARTED 3: DRAKEʼS DECEPTION (SCE UK)
The campaign for Nathan Drakeʼs return was orchestrated like that of a Hollywood blockbuster. This extended from the movie poster-style ad creative, featuring Drake and the gameʼs supporting cast, to the action- packed TV spots. Sony even commissioned Blood Diamond director Ed Zwick to create a short film exploring the notion of what it is to be an action hero – this has racked up 77m views so far. There was also heavy outdoor marketing at Oxford Circusʼ London Underground station and the Clapham Colossus.