French Game-Maker Ubisoft Using Snowboarder Shaun White In Ads
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Ubisoft Launching Campaign To
Support Shaun White Videogame |
French videogame-maker Ubisoft will spend $10M "to run a series of nontraditional media buys" in advance of the November 16 launch of its "Shaun White Snowboarding" videogame, according to Kenneth Hein of BRANDWEEK. Ubisoft has "bought out all of the ad inventory" for Comedy Central's "South Park" season premiere tomorrow night and will air "three separate two-minute spots" for three flagship titles, including the White game. The October 15 "South Park" episode will feature "only ads for Shaun White Snowboarding." Meanwhile, Ubisoft on November 19 "will launch a 'White Out' across a variety of Viacom channels," and at 10:00pm ET, viewers of MTV, Spike, Comedy Central and other channels "will see their screens turn into snow for five seconds," followed by the launch of a two-minute trailer for the game. Ads for the videogame will also run during Fox' "Family Guy" and NFL broadcasts. The campaign, named "See you on the mountain," was created by Cutwater, S.F. Ubisoft Associate Dir of Brand Marketing Danny Ruiz said of the ads, "We're not sure what the return-on-investment will be, but if we follow the traditional route, it will bore our audience." Hein reports the spots also "will air before the movie 'It's Always Snowing Somewhere.'" The film, created by White sponsor Burton snowboards, will be shown "during a 10-city theater tour." Print spreads in November gaming and actions sports magazines "will include a snowboard decal that just reads 'White'" (BRANDWEEK, 10/6 issue). Ubisoft signed White to a four-year deal during the '06 Turin Games (THE DAILY).
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