FILM & GAMES GIANT TEAMS WITH 2K GAMES FOR MAFIA® II CAMPAIGN
LOVEFiLM, Europe’s largest subscription service streaming movies and TV episodes over the Internet and sending DVDs by post, has brought in the heavies for its latest campaign with video game publisher 2K Games as they team up in a multi-platform marketing drive to launch the hotly anticipated release of new action adventure game Mafia® II which follows the success of its predecessor, Mafia®.
The partnership between LOVEFiLM and 2K Games involves multi-channel activity to promote the PS3®, Xbox 360® and PC title released on the 27th August, including online activity, as well as direct marketing initiatives.
The digital activity centrepiece is a bespoke micro site containing game content, screenshots, trailers and a unique ‘Mob Room’ where gaming and film fans can vote for their favourite mobster movie of all time. The micro site also gives visitors the chance to purchase the game.
Further online activity includes rental, homepage and genre takeovers which sees the LOVEFiLM website transformed with the use of the game’s cinematic imagery and character artwork.
Online activity is being supported with a run of 200,000 specially branded envelopes, distributed via rental titles in the post directly to LOVEFiLM members.
Dionne Georgiou, Media Manager for LOVEFiLM commented: “We’re excited to be working with 2K Games for the promotion of such an epic and cinematic gaming title. Mafia II has a plot, storyline and characters to rival any large-scale cinema release, and we’re happy to offer a campaign that will appeal not just to gamers, but those who love their mobster films and Mafia TV shows.”