The King of Pop might not be around to see it, but his new video game is causing a storm across the country.
Ubisoft has taken Michael Jackson: The Experience on the road to promote it with Just Dance 2 in a range of UK shopping centres.
Jacko's dancing game was released last Friday (November 26th) on Wii, DS and PSP, and Ubisoft is hoping the tour will ramp up exposure for the game. It kicked off late last month and runs up until Christmas Eve in locations such as Queensgate in Peterborough, The Oracle in Reading and Bluewater in Kent.
Ubisoft brand manager Rachael Grant told MCV: Our experiential activity will really drive awareness amongst our consumers, with our shopping centre tour visiting all the top centres around the country.”
The publisher is also backing the music game with a TV ad campaign running up until Christmas, with its first spot appearing on The X Factor this weekend. Print ads will run in weekly women's magazines while MSN Messenger, Facebook, MichaelJackson.com and other websites will feature pre-roll video and skins.
Grant added: We are very confident that a strong marketing campaign coupled with the brand of Michael Jackson will ensure that everybody will be dancing throughout the Christmas holidays.”
Michael Jackson: The Experience will arrive on Xbox 360 Kinect and PlayStation Move next year.