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RETAILBIZ: STAR WARS: THE CLONE WARS WWW.MCVUK.COM
MCV 25/09/09 45
Players will take on the role of several familiar characters from the saga, including Anakin Skywalker, Mace Windu and Obi-Wan Kenobi. They will also be able to play as clone troopers, such as Commander Cody and Captain Rex. These will take on the Separatist droids with heavy weapons and offer a fresh experience from donning the robes of a Jedi. Key to the game’s appeal is the online and offline drop-in/drop-out cooperative multiplayer, which allows fans to team up and progress through the main adventure together. Given the strength of the brand, the game’s overall quality and its multiplayer appeal, Activision is confident retailers will be pleased with its performance. “As the No.1 kids’ brand between the ages of six and 11, the Clone Wars franchise is consistently at the forefront of young boys’ minds,” adds Wells.
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RELEASED: OCTOBER 9 FORMATS: 360/PS3/WII/DS/PSP/PC PUBLISHER: ACTIVISION DEVELOPER: LUCASARTS PRICE: VARIOUS DISTRIBUTOR: CENTRESOFT CONTACT: 0121 625 3388
Republic will be distributed at key times through this site as the campaign progresses. Print ads will promote the Augmented Reality through a variety of Future Publishing Magazines, including Jetix, Official Nintendo Magazine and Games Master. Traffic to the site will also be driven by ads on key children’s websites and bespoke promotions with Cartoon Network’s portal. A heavyweight TV campaign will run for three weeks, once again targeting six to 12 year-olds. Key promotions will be appear on Cartoon Network, the
This is a highly visible franchise within the boys’ market and will be a strong performer at retail. Simon Wells, Activision
“Retailers will see new releases from all key licensors: DVD releases from Warner Bros, toy ranges from Hasbro and Lego and, of course, the video game from LucasArts and Activision. “This is a highly visible franchise within the boys’ market and will see a strong performance at retail when the game launches on October 9th, continuing throughout the Christmas gifting period.” MARKETING FORCE
Nonetheless, Activision will be dedicating a significant amount of its marketing resources to promoting the game and raising awareness of its arrival. The centrepiece of the campaign will be an interactive Augmented Reality program, which will bring the universe to life through the official Join The Clone Wars website. This will be targeted at the key demographic of boys aged six to 12 years old, encouraging them to interact through their webcams and share content with friends. A series of messages from the
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home of the TV series, playing on the channel’s strong association with the franchise. There will also be a variety of POS available to retailers, including posters, stockees and more.
Players will face classic Star Wars characters in Republic Heroes