Online campaign sees GamesRadar.com become TombRadar to celebrate latest Lara Croft epic
21/10/08– Future, the special-interest media group is celebrating the eagerly-awaited launch of the latest Tomb Raider game by changing the name of its fast-growing GamesRadar.com for one day only!
Marking the culmination of a fortnight long digital advertising campaign from software publisher Eidos to promote the latest Lara Croft game, GamesRadar becomes known as TombRadar for one day only as Tomb Raider Underworld goes on sale Friday, 21st October.
The deal is the first-time Future has ever booked a“total takeover” of its GamesRadar.com site. The GamesRadar network now attracts a global audience of more than 8m unique users a month.
With Lara Croft hijacking the site logo, the rebrand comes as Future revealed a two week pre-roll Tomb Raider video running across the GamesRadar Network was viewed over half a million times– further extending the reach of Eidos’ 20 second teaser TV adverts, showing them to gaming enthusiasts who spend more time gaming and online than watching television.
The TombRadar deal was brokered directly with Eidos by Future’s Key Games Account Manager Andrew Church. Taking a multi-channel approach Eidos also booked a print campaign across the company’s portfolio of market-leading print games titles, including GamesMaster, PC Gamer and officially licensed magazines; Official Nintendo Magazine, Official PlayStation Magazine and Xbox 360: The Official Xbox Magazine.
Danny Ward Lee, Digital Sales Director for Future said:
“Future’s reputation for innovative creative solutions continues to grow. Eidos’s takeover when linked with the pre-roll video campaign across our network and a comprehensive print campaign, means that they were able to reach the UK’s most dedicated gamers through Future’s multi-channel portfolio.”
James Binns, Publishing Director at Future said:
“Tomb Raider: Underworld is a great game, well worth the 9/10 scores it is picking up across gaming websites and magazines. Getting the message out there on launch day is essential in the games market and this takeover gives Eidos unprecedented cut through.”
Future plc is an international special-interest media group with offices in the UK and US. Founded in 1985 with one magazine, today it creates over 180 special-interest publications, websites and events, with strong portfolios in the games, technology, music, film and active sectors including sports, automotive and crafts. Future exports, syndicates or licenses its publications to 90 countries internationally. The Company employs more than 1,200 people and is listed on the London Stock Exchange (symbol FUTR).
For more information
Will Guyatt, Future UK Media Relations Manager, 01225 822517.