Ubisoft deploys £1m Ghost Recon campaign

Publisher Ubisoft is splashing a cool £1m to promote Ghost Recon: Future Soldier.
The title – due out on May 25th for 360, PS3 and PC – will receive a string of high-profile ads including a TV spot during the Champions League final.
Ads will also air on ITV1 and Sky Sports, as part of a wider TV campaign running from May 17th to 31st.
Live-action short film Ghost Recon Alpha will be hosted exclusively on LoveFilm for two weeks, while branded envelopes will be sent out to customers.
There will be a LoveFilm homepage takeover, along with ads on IGN, Eurogamer and GameSpot, as well as activity on the Machinima YouTube channel. Pre-roll spots on video-on-demand services will appear from May 17th to June 9th.
Promotions for the game’s beta period will run from April 16th, while the general online campaign will run throughout May.
Cinema goers will also be targeted in May and June with advertising around warfare movie The Raid.
“The marketing campaign aims to punch through and grab our consumers’ attention at launch with a significant weight of spend behind it,” brand manager Matt Benson told MCV.
“Tom Clancy is one of our premier properties, delivering quality gameplay and strong narratives.”

http://www.mcvuk.com/news/read/ubiso...ampaign/093989