Activision Blizzard's Guitar Hero 5 marketing campaign will begin during tonight's Big Brother final.
The first TV ads will be shown during the reality show's commercial breaks, featuring Hugh Hefner and his playbunnies.
Last week, senior brand manager told MCV the ads were developed to follow on from the success of 2008's Heidi Klum viral ads for the Guitar Hero: World Tour campaign.
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,” he said.
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.”
Other marketing initiatives will include pre-order incentives, such as a free copy of World Tour with the Guitar bundle.