A blockbuster marketing campaign for Lost Planet 2 is in the works at Capcom to ensure the high-profile sequel is a success in the UK.
The game is being billed as one of the publisher’s big three releases for 2010, alongside next week’s Super Street Fighter IV and the highly anticipated zombie sequel Dead Rising 2, due to hit High Street stores in Q4.
“As the sequel to the million-selling Lost Planet, expectations are high,” said Capcom’s UK product and community manager Karl Reader.
“Expectations from the consumer are equally high and we’re really hoping to capture the public’s imagination with the game’s new features.”
Following on from the 2007 original, Lost Planet 2 once again pits players against colossal alien beings and the publisher has drawn from this to inspire its promotions.
“Our campaign tagline has been ‘Kill Big’ and that’s exactly how we intend to deliver: big. Every game claims to be bigger and better than the original but in this case, that’s the reality.”
The aggressive slogan will be seen around the nation as part of Capcom’s takeover of phone boxes in several major UK cities.
It will also be central to online ads that will appear on general lifestyle websites The Sun, Sky Sports and Spotify, as well as key gaming sites including GameSpot, Eurogamer and IGN.
A heavyweight TV campaign will target 16 to 34-year-old males around launch, with 30- and 60-second spots running on Sky Sports during final matches of the Champions League and the Premier League.
Capcom has also partnered with LoveFilm to send Lost Planet 2’s ‘Kill Big’ message to over one million movie buffs with branded envelopes and website takeovers.
In the US the publisher is also running a secondary campaign, ‘Kill Big for Charity’, which pledges to donate $20,000 to charity once the Lost Planet 2 multiplayer demo tops one million downloads.
Lost Planet 2 is due for release on Xbox 360 and PS3 on May 11th, with a PC version scheduled to follow later in the autumn.