Koch Media's TV campaign for zombie sequel Dead Island: Riptide will focus on male gamers.
A big TV push will reach 3.5m men between 18 and 34, while the broader activity will reach out to fans of the original game plus cult horror enthusiasts.
Ads for the game will also appear on cinema screens, key specialist and lifestyle sites and Riptide will be sponsoring a 12-hour zombie movie marathon in London.
Dead Island has been a consistent performing line since its launch, recently surpassing the five million global sales mark,” said Koch Media UK marketing manager Peter Ballard.
The Dead Island community is hungry for the launch of Dead Island: Riptide. Coupled with a killer mass-market campaign, we expect Dead Island: Riptide to be a ‘trend bucker' once again.”
Koch Media is also embracing unorthodox PR activity including a zombie wedding launch party and a tour of UK shopping centres for the Dead Island truck and Zombie Killing Machine.