Not a long time ago in a studio not far, far away, markettiers4dc teamed up with LucasArts and Activision to launch the eagerly-anticipated computer game Star Wars: The Force Unleashed.
As the ‘missing link’ in the story between episodes lll and lV of the Star Wars films, the brief was to promote the new title as if it were a film release. Just like the characters central to the Star Wars franchise, players can choose the destiny of the lead protagonist, Darth Vader’s secret apprentice.
Nathalie Cox was spokesperson for the broadcast media campaign, the actress who plays the role of Juno Eclipse and narrator in the game, who we used her for a series of radio interviews, live interactive WebTV Show and Vodcast.
Using visual broadcast tactics was a key method for demonstrating the innovative technology designed especially for the new generation of consoles, such as realistic responsive environments.
The launch campaign resulted in 54 items of on-air coverage, including an interview with BBC Radio 1, with a total potential audience reach of over 13 million. Online broadcast coverage was secured across 26 websites, including specialist interest sites such as Jedi News, Galactic Empire and Lightsaber, men’s lifestyle sites including Nuts, Male First, and Mansized; gaming sites Games 2 C, WhichGame and Gamezine, as well as ISPs and news sites including MSN, Tiscali and The Guardian.