Codemasters has claimed Colin McRae: Dirt 2 is the most important title in the company’s history – and is backing it with its biggest ever marketing spend.
Fresh from two weeks at the top of the ELSPA/GfK-ChartTrack All Formats chart with Ashes Cricket 2009, the publisher is confident Dirt 2 will outperform its predecessor, as well as other racing hits such as Codemasters’ own Race Driver: Grid.
“Dirt 2 is the biggest game in Codemasters’ history and will benefit from our biggest marketing campaign ever,” said brand manager Julien Socquet-Clerc. “Expectations are really high, especially in the UK where there is a huge awareness of the brand.
“We are especially confident about the game’s quality, as well as our unique branding: The high-impact green of the packaging will run throughout all campaign materials.
“Releasing in early September also gives us a key advantage in the competitive autumn window. All the lights have now turned green for Dirt 2’s launch.”
Dirt 2, which is released on September 11th, will be promoted with a variety of print ads in specialist
games magazines and action sports publications.
This will be supported by a major online push, with ads appearing on all key specialist games sites in the month leading up to the game’s release.
In addition, a heavyweight three-week TV campaign will target 16 to 34 year-old males with ads running across Channel 4, Five, E4, Dave and more. Codemasters has also prepared other large-scale marketing initiatives, such as public sampling at motoring events and launch events throughout September.