Warner is cutting through to core gamers with ads for its zombie cheerleader action title Lollipop Chainsaw.
The 360 and PS3 game – due on June 15th – is one of the few eye-catching releases in a relatively quiet summer.
A?large-scale TV campaign will advertise the title during during Family Guy, The Walking Dead and Rude Tube.
Warner Bros says it will reach over 40 per cent of its audience of men aged 18 to 34 years old. Plus, more than 450,000 impressions will be delivered via video-on-demand services during zombie and action films.
Retail will be able to get point-of-sale materials including standees, posters, cubes and more, as well as exclusive DLC skins and video-on-demand movie download codes.
Warner is pushing PR into lads magazines and specialist press, while cheerleaders will descend upon the MCM Expo later this month, which will see 60,000 attendees through its doors. Fans will also be able to try out the game at the London show.
Press ads will reach over 250,000 core gamers. Activity will also target males, gamers and zombie fans on sites including GameTrailers, Gorilla Nation, Wikia and the ESD network, while competitions will run on Twitter and Facebook.
“Although this is a new IP in the market, there has been a huge amount of enthusiasm and support for Lollipop Chainsaw from press, public and retail,” WBIE UK’s sales and marketing director Spencer Crossley told MCV.
“We see this as an opportunity to fill what is a gap in the market, because this game is truly unique.
“We’re going all out to capitalise on the great buzz for the title.”