To create excitement around the soon to be released Batman Arkham Asylum PC, Playstation 3 and XBox game, Nu Metro Interactive has again partnered with Primedia Unlimited subsidiary and mall advertising specialist Primall Media, to whet the appetite of gamers frequenting entertainment zones in shopping malls.
The Batman Arkham Asylum campaign came to life throughout South African shopping malls this September in Primall’s network of elite mall environments.
Batman Arkham Asylum is an action-adventure stealth video game based on DC Comics' Batman. The game is based on the long-running comic book mythos, as opposed to most other Batman games which are adaptations of the character.
To effectively reach its target market of 16- to 40-year-old males, comic fans; gamers; Batman fans; and impulse purchasers, Nu Metro Interactive elected to activate the campaign in the Gateway; Menlyn; Cavendis; and Sandton City shopping centres.
“Using a combination of large format branding on double-sided Hanging Banners, Interior Billboards and branded Escalators, the Batman Arkham Asylum campaign created a dominated brand message from arrival in the mall, through to strategic touch points throughout the shopping experience and at game stockists Musica and Toys R Us,” comments Terri Smith, Account Manager for Primall Media.
The Batman mall campaign dovetails with TVC’s on both MNet and in cinema with point-of-sale elements displayed in leading retailers.