In case you hadn’t seen the TV Commercial for the new UFC Undisputed 2009 Video Game with the LL Cool J “It’s Time for War” song in the background the UFC and THQ launched their new video game projected to sell 2 million units over the next 9 months. Now the game is shockingly good according to metacritic garning an 85, but whats really surprising is all the clever marketing that THQ, Best Buy and the UFC have done for this title.
1. Site takeovers on IGN and ESPN advertising the game showing in game video as well as banners and 300 x 250 ads.
2. Best Buy decided to give everyone a free UFC DVD and $10 Best Buy gift card simply for buying the game! That is a $25 dollar value for a $60 game and it is something that ensures the person will return to Best Buy to buy something else and it ensures that the UFC gets more of their brand out there. However Best Buy wasn’t done there as a special bonus the first printing of the game included $10 off your next UFC Pay Per View purchase.
Talk about genius. Most likely the person buying the game has seen a UFC Pay Per View before, but now they have even more incentive to purchase one in the future being that they will save $10 on the usual $44.95 event.
3. Leveraging an active internet connection on the game consoles to promote the next UFC Pay Per View! Thats right as you are playing the game and watching replays of fights, the game leverages your internet connection to download artwork to promote the next pay per view coming up by the UFC! They place small advertisements in the corners of the screen during replays and place graphics on the fight mat while you are playing. Below are screenshots advertising UFC 99 Franklin versus Henderson.
This to a true multi-channel ad campaign and should not be over looked by other brands especially those looking to target the valuable 18 to 34 year old male.