Publisher 4mm says Def Jam Rapstar will be a ‘phenomenon’ and is spending £1.2m to make sure of it.
The ad campaign will run this month to early December in support of the game’s release on November 26th.
TV ads will run across channels and video-on-demand services, such as Sky Sports, Five, MTV, Comedy Central, Sky 1, and ITV – including a creative during the The X-Factor.
Def Jam Rapstar ads are also running across Facebook, YouTube, Google and Xbox Live – attracting more than 60m unique users.
There are also radio ads, outdoor coverage on phone boxes, roadside sheets and London Underground executions, as well as a 20-date university and city tour.
4mm Games’ European marketing director Gavin Shackell told MCV: “The Def Jam Rapstar campaign has been meticulously crafted in line with its triple-A status and is targeted to reach our core demographic of 16- to 24-year-olds.
“Def Jam Rapstar is set to be a global phenomenon.”
The game is distributed by Konami in the UK.