Video Game Marketing: How to Bend an Animated Brand
When they started pro¬duction on the film, the folks behind “The Last Airbender” likely felt confident that they had a strong brand to build on, beloved by fans of the Nickelodeon cartoon.
Of course, that was before a little low-budget flick released last year usurped the first word in the cartoon’s full title: “Avatar: The Last Airbender.”
Are the brands tied into promotions for the film—such as entertainment software firm THQ, maker of the “The Last Airbender” video game for Wii and Nintendo DS/Nintendo DSi, set to debut June 29— worried?
“We do not see any chal¬lenges from our perspective about referring to the property as ‘The Last Airbender,'” says Doug Clemmer, executive vice president of kids, family and casual games for THQ, in an e-mail interview. “Between the property’s loyal fan following and the communication put in place to effectively promote the name, there isn’t any ques¬tion or doubt that this film is based on the popular series.”
Promotion for the game will include social media—a dedicated Facebook page is in the works, and the video game will be integrated into other Paramount Pictures social media efforts as well. Trailers, screen shots and behind-the-scenes videos will also be released online. Marketing partners will include Random House, Simon & Schuster, Spinmaster and Embassy Suites.
“Cross-promotional efforts will include incorporating the video game into film partners’ online, print, packaging and media initiatives, as well as teaming up with them at retail,” says Clemmer, noting that sweepstakes will also be part of the campaign.
Is it a big challenge to translate a popular cartoon into a video game?
“Since animation and com¬ics are not physically interac¬tive experiences, it is incredi¬bly important that the essence of a brand is properly captured so that you’re delivering a satisfying and engaging expe¬rience,” says Clemmer
