Ultimate Band

While the recession has had a detrimental effect on the public’s disposable income, it hasn’t had the same influence on their desire to play rhythm-action games.

Which is a shame, as those yearning to play the latest musical video game sensation are now less likely to be able to do so thanks to the cost of the
ever-expanding arsenal of peripherals.

Luckily, Disney has the solution – in the form of Ultimate Band. Developed for Wii and DS, this game allows players to experience the thrills of being part of a rock band and perform in a variety of roles without the need to buy expensive hardware for the pleasure.

Whether they want to wield an axe as a guitar or bass player, take up the sticks of the drummer or head up the band as the front man, gamers can take to the virtual stage and rock out to a range of popular tunes.

FOR ALL THE FAMILY
All of the gameplay mechanics are mapped to motions with the Wii Remote and Nunchuk or the DS stylus, meaning they can get straight into the action as soon as they open the box.

While the likes of Guitar Hero and Rock Band resonate best with the hardcore demographic, Disney has developed Ultimate Band with a wider audience in mind – particularly when it comes to families and young gamers.

“Most games in this genre have been music simulation experiences,” explains the publisher’s marketing manager Burcin Ergin. “With Ultimate Band, Disney Interactive Studios has gone for a performance-based music video game with wide appeal to tweens, teens and families alike.

“The game incorporates performance moves integrated into the rhythm-based gameplay, giving you the thrill of being a rock star. You can hit notes as well as moving, and all without peripherals – using just your Wii Remote and Nunchuk.

“You can make the performance exactly what you want it to be.”

There are 30 songs available in the Wii version, with another 15 in the handheld DS edition.

Whether you’re a fan of Plain White T’s, Pink, The Who or Radiohead, there’s something for everyone within the game’s roster.

BAND TOGETHER
Rather than playing as the artists themselves or some pre-created generic bands, players can customise their group to their own tastes, making their own unique artists. These characters can then be used in the extensive Story mode, charting the course of a teenage band from practise sessions in their garage to fame and fortune.

Multiplayer is available on each version, allowing gamers to compete against or play alongside friends and see who is the best performer.

There is even cross-platform multiplayer available, as DS owners take control of the stage’s spectacular lighting and pyrotechnics set-ups to complement the Wii player’s performance.

This is the first time a game will allow gamers to control every element of the gig, getting the full experience of being a professional rock star.

With so many rhythm-action games on the market, Disney is working hard to make Ultimate Band stand out and raise awareness of the game amongst
a wider audience.

Marketing initiatives will be spread across the three pillars of print, online and television.

There will be a three-month print campaign, with ads appearing in a range of key children’s magazines and publications. Similarly, ads will appear on selected websites with a younger readership, including Piczo, Miniclip and, of course, numerous Disney-owned sites.

Finally, two TV campaigns have been arranged. The first will be on a range of national kids channels, while the second with be on specifically made for children’s channel Nickelodeon and complement the dedicated microsite online.

The whole marketing push will be supported by an extensive PR campaign targeting kids, tweens and families.