Warner Bros turns to retailers, websites, TV and zombie cheerleaders to promote its new IP
[INFO] Released:
Out today (Friday, June 15th) Format:
360, PS3, PC Publisher:
Warner Bros Developer:
Grasshopper Manufacture
Distributor: CentreSoft Contact:
0121 625 3388 TV
A TV ad will showcase Lollipop Chainsawwith spots reaching over 40 per cent of the male 18 to 34 age demographic. These will run around showings of Family Guy, The Walking Deadand Rude Tube. Over 450,000 impressions will be generated during video-on-demand zombie action films.
PRINT/ONLINE
Online ads will appear on Gametrailers.com, ESD network, Gorilla Nation and Wikia. Print ads will reach 250,000 core gamers, while zombie fans will be targeted via competitions on Twitter and Facebook. Warner is focusing PR activity towards men’s magazines and specialist press.
BRANDMAP SONIC THE HEDGEHOG
Sonic Average Game
35% 30% 25% 20% 15% 10% 5% 0%
THIS WEEK we take a look at the GameVision Brand Map for Sonic the Hedgehog. We asked 6,748 gamers about this brand. 1,286 had played within the last six months and we asked 436 of these to tell us about the brand in more detail. The Sonicbrand is most enjoyed because of the ‘tricks and skills’ required (31 per cent), and players also like that the brand ‘makes them laugh’ (31 per cent).
30 per cent of fans most enjoyed the level of ‘speed and concentration’ in Sonicgames, while 23 per cent liked the ‘short play periods’ and 20 per cent cited ‘being a hero’ as their favourite feature. Currently play rates are highest amongst French and Spanish gamers, with 17 per cent playing in each country. 47 per cent of players in Europe are under the age of
20, compared to 46 per cent for the average game. Ten to 14-year-old males
make up the largest market, accounting for 19 per cent of players of Sonic; with females aged ten to 14 comprising a further 13 per cent of the market. 39 per cent of all players are female, which is higher than the average game (31 per cent).
Nintendo consoles are by far the most used platforms to play the Sonicbrand, with the Wii (33 per cent) and the DS/DSi (19 per cent) making up over 50 per cent of the platforms used. Nintendo’s portfolio of games are also popular with the hedgehog’s fans, with Mario Kart(71 per cent) and Super Mario Bros(65 per cent) being the most played games by Sonicplayers.
Point-of-sale materials are available including standees, posters, cubes, wobblers and more. Retailers will have access to ‘added value content’, like exclusive DLC skins and a movie download code that comes with the game. There will also be retail tagging on TV, online and print ads.
OUTDOOR
Lollipop Chainsawhad a presence at the London MCM Expo last month. The 60,000 attendees were able to try out the game. Warner Bros’ own San Romero Knights Cheerleader Squad were at the event to promote the game.