Fox Kids Launches Pan-European Promotion For Nintendo
Fox Kids has secured a deal with Nintendo to launch an integrated pan-European advertising campaign to promote the latest Game Boy Advance computer game, The Legend Of Zelda: Link To The Past/Four Swords.
The on-air and online cross-platform campaign will run until 16 April on Fox Kids platforms in six countries across Europe including the UK, France and Germany. All elements of the promotion have been designed in-house and will be fully localised to suit the needs of each local market.
The campaign will feature a new competition mechanic each week, which will be used to showcase different parts of the game. Three different 40-second commercial spots have been created to encourage viewers to enter the competition via a specially created microsite, accessible through each local Fox Kids website.
The microsite will be promoted online through a series of banners across the Fox Kids network and will be fully integrated into Nintendo’s European marketing strategy.
Commenting on the campaign, Phil Guest, commercial director of Fox Kids Europe, said: “We have worked with Nintendo previously on local channel campaigns, but this is the first time that we have collaborated on a pan-European, cross-media basis.”
He added: “Experience has shown that kids are happy to use websites as a means to enter on-air competitions and increasingly advertisers are looking to develop more interactive campaigns that are consistent with their overall marketing plan.”
It is predicted that there will be an significant increase in the globalisation of brands over the next few years, with larger companies focusing on advertising their products to multiple markets (see Advertising Agencies Hamper Brand Globalisation).
Fox Kids: 0207 554 9000 www.foxkids.co.uk
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