New owner Game Retail Limited has kicked off its first major GAME marketing initiative since taking ownership of the retailer earlier this year.
It's Christmas campaign revolved around the tagline It's Never Just A Game” and will place specific focus on weekly promotions based on the latest releases.
The creative revolves around the idea that a game is never just a game – it's a mum being a hero and experiencing the pleasure at her child's excitement as they rip the wrapping off their gift, it's the gamer's extra hour of escapism as grandad snores on the sofa, or a family's fun as they work off the Christmas turkey with a group dance in front of their console,” the official blurb reads.
The campaign kicked off yesterday (November 1st) with 10 second TV shorts running across terrestrial and satellite/cable until December 23rd.
It will also include print and digital. The gifter” audience will be targeted by spots on female ecommerce sites, Facebook and social games portals as well as spots in women's magazines. Gamers will be targeted on YouTube, MSN and IGN.
There will be audio ads on Spotify as well as a national print campaign and promoted tweets.
Although the campaign targets two completely different audiences, gifters and gamers, the sentiment of ‘it's never just a game' rings true for both: be that the happiness you get from seeing your kid's excitement or a gamer finally getting his hands on the game he's wanted to play all year,” marketing director Anna-Marie Mason stated.
In what has been a big year for GAME and the industry as a whole, we're thrilled to have it all wrapped up for Christmas.”