THQ has signed up ex-Blue Peter presenter Konnie Huq to head up its ‘Your Hero’ marketing campaign for upcoming title Drawn To Life: The Next Chapter.
The game is the sequel to the 2007 hit Drawn To Life, which allowed DS owners to create their own protagonist. The new iteration marks the series’ debut on Wii, and THQ is going all out to raise awareness in time for its release.
“When we first set upon the idea of the Drawn To Life ‘Your Hero’ campaign, we wanted to have a known celebrity spearhead the campaign as kids often identify with celebrities as heroes,” said THQ’s head of marketing for UK and Europe Jon Rooke.
“We felt Konnie Huq would be both appealing to the younger audience and seen as a trusted celebrity by the parental audience.
“She will be the face of the ‘Your Hero’ promotion and will support the promotion through all channels.”
The Drawn To Life ‘Your Hero’ promotion centres on a nationwide competition in which young gamers design their own hero. Consumers will then vote on their favourites online, with the regional winning entries being brought to life in the creator’s local town as a giant billboard.
Konnie Huq will be on the panel of judges and will award the national winner with their prize at a London press event.
“Children have great imaginations and look to express this in fun, interactive and exciting ways,” said Rooke.
“Drawing is fundamental to every child’s development and children relate to heroes. This promotion focuses on that concept: creating a hero and seeing that hero brought to life.”