Final assault for seven-month Battlefield campaign

EA has entered the final phase of its mammoth seven-month Battlefield 3 marketing onslaught.

Promotions for the Xbox 360, PS3 and PC blockbuster began back in March, despite the fact that the game isn’t due for release until October 28th.The firm is now upping the ante with fresh launch activity on TV, in print, outdoor and at retail.

We’re running a triple-A campaign,” product manager Kevin Flynn told MCV. TV advertising started back in March during the FA Cup Manchester derby semi-final. Our TV ads have kicked off again to support the open Beta and there will be a heavyweight campaign to support launch.”

Print ads have also been running since March in gaming magazines, but EA will now target national press. A Shortlist cover wrap has been securedfor Battlefield’s release day.

Online, the publisher has already run three YouTube takeovers with one more lined up. At retail, pre-orders have been driven with in-store gate wraps. Finally, commuters have been targeted with a national 96-sheet campaign, which kicked off in July.

Flynn said: We’re following this up with a national bus campaign and we’ve got something special lined up for Waterloo come launch that isn’t just wrapping the IMAX.

Battlefield 3 will be a stand-out launch and one that we’re working extensively with our retail partners on. The ‘man on fire’ image is already iconic and we look forward to him becoming even more synonymous with the Battlefield franchise.”

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