Mamma Mia! Here we go again. Ubisoft has revealed the marketing plan for yet another dancing game – one it says is the ‘perfect’ family title this Christmas.
ABBA You Can Dance will be promoted by TV ads this month and next, with a video-on-demand campaign running on ITV Player. The Wii exclusive – which hits shelves on Friday, November 25th – will also include an insert in the box promoting the Mamma Mia! musical to buyers.
Competitions will run in print publications giving away pairs of tickets to see the popular West End show.
“We think this will be the perfect family entertainment release this Christmas due to the massive appeal of ABBA, particularly in the UK,” Ubisoft’s brand manager Rachael Grant told MCV.
“You Can Dance is different from other dance games because it features the timeless songs of one of the world’s biggest music sensations. Also, the success of the brand branching out has been evident when you review the success and longevity of Mamma Mia! The Musical – the second biggest movie in the UK ever, only surpassed by Avatar last year.”Ubisoft is targeting females with a PR campaign in women’s publications.
Grant added: “This will ensure awareness of the game up to Xmas, and recognition of it as the ultimate family entertainment experience over the holiday season.”