Long gone are the digital powder days of SSX and Amped -and yet nobody has capitalized on the lack of (good) snow sports video games in recent years.
Ubisoft is bound to re-capture the market with snow (and skate) boy-wonder Shaun White. The French publisher will pump $10 Million Dollars into an Ad campaign leading up to the games release, in order to assure that our children and some of us parents really want this video game.
The publisher will focus on what it calls “nontraditional media buys” in order to attract it’s target audience and to establish the much needed “cool-factor” among the target tween and teen audience. How committed is Ubisoft? How about buying out all of the ad inventory for the South Park premiere Oct. 8, with three separate two-minute spots for its flagship Shaun White Snowboarding, Prince of Persia and Farcry 2 titles. The second episode will feature only ads for Shaun White Snowboarding. This media stunt will be followed by live appearances on ESPN, MTV and Spike and other Viacom channels. Shaun White’s main sponsor Burton Snowboards will show ads for the game in theaters, prior to the latest snowboard movie “It’s Always Snowing Somewhere”.
Needless to say that even if your kids don’t really want the game right now – they will by late November. …this better be a good one…
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