Posts Tagged ‘promotional marketing’

Aqua Condominiums

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What a Girl (and her purse) Needs

Fans Try Their Hands at Being the King of Pop

The new video game, Michael Jackson: The Experience, invites players to test their moonwalking skills and other Michael dance moves. But to give shoppers an even more authentic experience, Ubisoft, the publishers of the game, bundled the first shipments of the Wii versions of The Experience with a replica of The King of Pop’s iconic sequined glove.

Working with the Michael Jackson estate and Bravado, the company that creates much of the other licensed merchandise for the artist, Ubisoft developed a product that would appeal to gamers and die-hard King of Pop fans alike.

“There are MJ gloves available online, but this we wanted to make custom so the only way to get it is to buy the game,” says Tony Key, senior vice president of sales and marketing for Ubisoft. “If they don’t have a Wii, a Michael fan might buy this anyway – though we’d hope this might get them to also start playing the Wii.”


Key declined to say how many gloves were produced for the promotion, but the giveaway attracted plenty of buzz. The effort was aimed at stoking pre-sales and first-week sales of The Experience, which was released on November 23 for Wii, Nintendo DS and Sony PSP, in time for the Thanksgiving holiday. The game will be available for Xbox 360 and PlayStation 3 in early 2011, so the promotion helps encourage buyers to grab up the (more expensive) Wii version rather than the competitors.

Besides generating buzz for the Wii game, Key adds that the glove is also just a lot of fun for players to use. “People could use it as a prize for winning the game – if you beat your friend you can wear the glove around the house or something,” says Key. “It’s not Michael’s $20,000 tour glove, so that’s OK to do.”