Campaign Of The Week: Killzone 2

James Batchelor
RETAIL BIZ: The long-awaited Killzone 2 continues to ride high after its successful UK debut, and Sony is keen to maintain the game’s momentum. The critically acclaimed FPS title seized the No.1 spot in the ELSPA GfK-ChartTrack All Formats Chart this week, and is supported by an ongoing £2 million ad campaign.

TV
A 30 second advert kicks off this week and will feature 100 per cent in-game footages. The advertisements will appear during premium slots for the 18-34 year old male, on channels including Sky, Channel 4, ITV, Bravo, Dave and around specific events such as Champion’s League and relevant TV shows. The TV campaign will be joined by an epic cinema campaign as well.

PRINT
Throughout February Sony has had double page and single page executions running in a variety of publications. The print publications will again use in-game images.

ONLINE
As well as traditional online promotion, Sony has also created a special webgame for Firefox and Internet Explorer users. The game can be downloaded and played with up to three friends.

OUTDOOR
The firm has embarked on a nationwide sampling tour, which allows consumers to go hands-on with the title.

IN-STORE
Cubes, banners, CDU Units, Tier 2 Units, posters and FSDU units will be available to use in store.

PR
Hype has been building in the press for some time, and the game has received rave critical reviews. It currently has a 92 per cent on Metacritic from 52 reviews.

Info
Released: February 27th
Formats: PS3
Publisher: Sony
Developer: Guerilla Games
Price: £44.99
Distributor: Centresoft
Contact: 0121 625 3388

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Tags: Sony , Retail , killzone 2 , campaign of the week

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