RETAIL INTELLIGENCE Head to www.mcvuk.com for daily market data and news. This week our Recommended section starts on p29
Warner Bros revs up summer campaign for Lollipop Chainsaw
Publisher claims its unique new action IP can fill a gap in the market TV ads booked ahead of June 15th launch by Dominic Sacco
WARNER is cutting through to core gamers with ads for its zombie cheerleader action title Lollipop Chainsaw. The 360 and PS3 game – due on June 15th – is one of the few eye-catching releases in a relatively quiet summer. A large-scale TV campaign will advertise the title during during Family Guy, The Walking Deadand Rude Tube. Warner Bros says it will reach over 40 per cent of its audience of men aged 18 to 34 years old. Plus, more than 450,000 impressions will be delivered via video- on-demand services during zombie and action films. Retail will be able to get point-of-sale materials including standees, posters, cubes and more, as well as
exclusive DLC skins and video-on-demand movie download codes. Warner is pushing PR into lads magazines and specialist press, while cheerleaders
Although this is a new IP, there has been a huge amount of
enthusiasm for “
Lollipop Chainsaw. Spencer Crossley, Warner
will descend upon the MCM Expo later this month, which will see 60,000 attendees through its doors. Fans will also be able to try out the game at the London show.
Press ads will reach over
250,000 core gamers. Activity will also target males, gamers and zombie fans on sites including GameTrailers, Gorilla Nation, Wikiaand the ESD network, while competitions will run on Twitter and Facebook.
“Although this is a new IP in the market, there has been a huge amount of enthusiasm and support for Lollipop Chainsawfrom press, public and retail,” WBIE UK’s sales and marketing director Spencer Crossley told MCV.
“We see this as an
opportunity to fill what is a gap in the market, because this game is truly unique. “We’re going all out to capitalise on the great buzz for the title.” Warner Bros: 020 7984 6700
London Games Festival ready for October return by James Batchelor
THE UK’S biggest celebration of video games is back. London Games Festival will return in 2012 after a 2011 hiatus. It will be a month-long affair, running between September 27th and October 28th – not timed to coincide with the Olympics, as had originally been planned.
The festival will encompass a range of events, including consumer exhibitions, video games launch parties, careers fairs, educational summers – and even karaoke. There will also be a number of UKIE events
4 May 4th 2012
running alongside those hosted by publishers and the media.
LGF 2010 hosted 26 different events, with a combined attendance of over 75,000 people, and the organisers expect this year’s festival to be the busiest ever.
We aim to unite the whole industry and expect this to be the biggest LGF to date.
“ Kirsty Payne, UKIE
“London Games Festival is a real focus for UKIE this year,” said event director Kirsty Payne. “We’re looking to unite the whole industry in a month-long celebration of games and gaming culture, and expect this to be the biggest LGF to date.”
UKIE CEO Dr Jo Twist added: “UKIE is delighted to be spearheading the London Games Festival, the perfect opportunity to showcase all elements of the interactive entertainment industry.” For more information about LGF 2012, contact Kirsty.Payne@UKIE.org.uk.