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RETAILBIZ: UNCHARTED 2: AMONG THIEVES WWW.MCVUK.COM
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RELEASED: OCTOBER 16 FORMATS: PS3 PUBLISHER: SONY DEVELOPER: NAUGHTY DOG PRICE: £49.99 DISTRIBUTOR: CENTRESOFT CONTACT: 0121 625 3388
CHARTING THE ROUTE TO RETAIL As the biggest PS3 release of the season, Uncharted 2 will benefit from an extensive marketing campaign that will directly target the game’s primary audience. “With Uncharted 2, the main objective is to get consumers excited about the ‘laugh in the face of danger’ gameplay and the mindblowing production values,” explains product manager Phil Lynch. “With this in mind, we’ve weighted the advertising campaign heavily towards visual, broadcast media.” Online ads will run across Gamespot and Eurogamer, driving traffic towards various pre-order bonus web pages. 10-second video ads will appear on key sites, ending on cliffhanger moments and directing users to the official pre-order site, where they’ll find the full HD trailer. TV ads will run across various channels. The spots will be 30 seconds long and have been taken directly from PS3 footage – an industry first. Similar ads will be running in cinemas for one month before key films aimed at the 16 to 34-year-old male audience.