Monster ad plan for Moshi DS game

A five-month global ad campaign will help Moshi Monsters enter the boxed games market with a bang.

TV and print ads will run for two months worldwide around the title’s November 11th release, as will an online kids campaign that will deliver over 100m impressions.The huge Moshi Monsters community and its 50m players will be directly targeted, too.

Cinema and outdoor activity will alsorun for one month across the UK.Overall, the game will receive heavy marketing support in the US, UK, Canada, Ireland, Australia and New Zealand.

It has been advertised since August this year and will continue to be promoted this December in the run up to Christmas.

Moshi Monsters: Moshlings Zoo for Nintendo DS marks the boxed video game debut for developer Mind Candy’s fast-growing children’s franchise. The firm has partnered with publishing giant Activision to bring the game to the High Street.

Consumers will be able to buy a limited edition SKU at retail which comes with a rare Moshling creature, a trading card pack, a three-day membership to Moshi Monsters.comand more.

Mind Candy’s senior brand marketing manager Andrew Matjaszek told MCV: As the first ever video game based on Moshi Monsters, demand amongst our global fanbase appears to be massive.

The title is currently No.1 on Amazon’s Nintendo DS pre-sales chart and number 13 across all formats.We’re really excited to see how things go when our product hits the shelves.”