Fat Chris returns in new Gamestation campaign

Neil Long Nov 30 2007, 10:44am

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Biggest ever spend for specialist retailer; Half-price offer key to the Xmas strategy

Gamestation has rolled out its latest Fat Chris ad strategy – and has promised the most ‘in your face’ marketing campaign yet.

The new promotional blitz is the biggest ever for Gamestation, and will take in a striking range of in-store, online and TV-based promotional activities.

“In 2007 we wanted to make the campaign as ‘in your face’ as possible, so we created stand-out POS for stores that will stop passing customers in their tracks,” said Gamestation senior marketing manager Emma Kitching. “By giving Fat Chris a starring role in our integrated marketing campaign we’re ensuring that he’s accessible, memorable and will drive people into store.

“Though it is true to say we are spending more than in previous years, it is more important to highlight that we are using our budget in a much more effective way.”

Gamestation mascot Fat Chris will be featuring on ITV2, Sky Sports, MTV, E4 and many more satellite stations, with magazine and national press also part of the campaign. “We have implemented a really strong line-up of press activity this year,” added Kitching.

“We are using a broad range of titles that are the most relevant to our growing target audience, incorporating national tabloids, women’s consumer titles and men’s magazines.

“Our market leading half price offer on some of the best titles for Christmas shows customers that we know it’s important that they get the best deals on the top games, and we’re the only retailer offering a campaign like that.”