CAMPAIGN OF THE WEEK TOM CLANCY’S GHOST RECON: FUTURE SOLDIER
Ubisoft spends a cool £1m on the marketing campaign for its big tactical summer shooter. The publisher’s Matt Benson and Wayne Greenwell reveal the full plan
TV
A high impact creative kicked off the campaign on May 17th and will run until May 31st. This targets males aged 16 to 34 across sports, movies and comedy programmes, including prominent spots during and around the Champions League final.
ONLINE
Homepage takeovers will run on specialist gaming sites IGN, Eurogamerand GameSpot. Activity will also run on YouTube and the Machinima channel, as well as video- on-demand pre-roll advertising across the major networks.
[INFO] Released:
May 25th (PC version out June 15th) Format:
360, PS3, PC
Publisher: Ubisoft
Developer: Ubisoft Paris
Distributor: Gem
Contact: 01279 822800 CINEMA
A prominent spot has been booked for this year’s action movie, The Raid: Redemption, which is an ultra-violent Indonesian film about a SWAT team that becomes trapped in a safehouse for dangerous killers and criminals. This activity will run from May 18th to June 7th.
GHOST RECON ALPHA
Ghost Recon Alphais the first major project from Ubi Motion Pictures and its partners. It’s a live-action short film set in the Tom Clancy universe, available to view via Xbox Live, the Sony Entertainment Network and on an exclusive YouTube hub at www.youtube.com/GhostReconGame.
BRANDMAP COMMAND AND CONQUER 30% 25% 20% 15% 10% 5% Most enjoyed aspects of the game
THIS week, GameVision Brand Map turns to the real-time strategy genre to take a look at one of its earliest franchises: Command and Conquer. We asked 6,724 gamers about the EA brand, of whom 586 had played it in the last six months. Of these, we sought more detail from 267 gamers. This brand’s most enjoyed aspects are ‘fighting and combat’ and ‘mental challenge’ (27 per cent each), followed by ‘exploration and discovery’ (25 per cent), ‘being a hero’ (21 per cent) and ‘speed and concentration’ (20 per cent). A quarter of those playing are still enjoying these aspects in 2003’s Command and Conquer: Generals– good news for the upcoming sequel in 2013. Command and Conquer enjoys its highest levels of brand awareness in Germany, where 56 per cent of gamers are aware of it. The UK comes in a close second with 52 per
cent. Italian gamers have the highest play rates at 10 per cent, followed by German gamers at eight per cent. This game is played for a mean of 10.4 hours per week, compared to 9.5 hours for the average game. 83 per cent of Command and Conquer players are males, with 25 to 29-year-olds making up 19 per cent of those playing the game (compared to an average of 10 per cent), followed by users aged 15 to 19 and 20 to 24 at 18 per cent each. Males aged 35 to 39 also score slightly more than average on this game. Three per cent of players are females aged 30 to 34, which is the same as the average game. Other popular games played by those who enjoy this brand include Grand Theft Auto(62 per cent), Medal of Honor (60 per cent) and Unreal Tournament (55 per cent). Visit MCVuk.com/reports to purchase the full brand map.