publisher Ubisoft has unveiled a Christmas marketing blitz for Your Shape, designed to fight off stiff competition from Wii Fit Plus and EA Sports Active.
The Wii fitness title – which uses a motion sensing camera to monitor body movements – is due for release on December 4th. And Ubisoft feels that pre-Christmas is the ideal time to launch a new fitness product.
“A release prior to Christmas enables us to make the most of the public’s health-conscious mindset by sustaining continuous marketing and PR campaigns,” said brand manager Ombeline Wallon.
“These will build up from launch, reaching a high for New Year, and will last until the end of January, covering both the Christmas period and New Year’s resolutions – peak buying times for video games and for fitness products.”
Ubisoft has arranged two bursts of television advertising – firstly at launch and then in early January to ensure Your Shape is highly visible during the key periods.
This will be supported by print ads running from early December to the end of January, covering women’s publications such as Fabulous, Heat, Grazia and Zest.
The publisher has also signed up TV actress Zoe Lucker (pictured), who recently appeared in the current series of BBC’s Strictly Come Dancing, to be the face of Your Shape’s launch. A dedicated PR campaign will ensure her appearances and promotions will generate coverage across a range of different media.
“Thanks to the exclusive camera, Your Shape is a very innovative title on the fitness market,” Wallon added.
“It really brings something different in terms of consumer experience as they are finally able to exercise controller-free and still get feedback in real time. We think this will really make Your Shape stand out in this now busy market.”