Guitar Hero pre-orders heat up

Activision Blizzard has underlined the importance of retail in the success of Guitar Hero 5.

The publisher has arranged to have a strong in-store presence, as well as some appealing pre-order incentives to drive customers to retailers on September 11th.

Retailers are absolutely crucial to every Guitar Hero launch,” senior brand manager Ian McClellan told MCV.

Whenever we ask consumers about what influences them to buy our titles, the in-store environment is a key motivator.

As with all Guitar Hero titles, we are investing in-store to show our continued commitment to the Guitar Hero franchise. For this launch, we also have a number of amazing pre-order and launch offers.

We have found our customers enjoy exclusive offers, and pre-orders allow us to give them exactly that.”

Consumers who pre-order the guitar bundle or purchase it on day one will receive a free copy of Guitar Hero: World Tour.

For those only pre-ordering the software, Activision is offering a number of music variety gifts. GAME customers, for example, will be rewarded with two
exclusive Rolling Stones tracks to download.

The publisher has also arranged a partnership with the owner of Playboy to promote Guitar Hero 5, following the success of 2008’s viral Heidi Klum ads.

We have enlisted the help of Hugh Hefner and his Playboy bunnies for the TV advertising, which should appeal to our fans – and also guarantees their attention, at least for duration of the advert,” said McClellan.

We saw from our work with Heidi in the previous creative that enlisting the help of true talent for our advertising can spread the Guitar Hero name virally. Our director’s cut of the Heidi TV ad still remains one of the most viewed on YouTube.”

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