Multi-Cultural Lifestyle Promotion
Rockstar Games/Grand Theft Auto 1 & 2
Develop an integrated experiential campaign to create consumer awareness and excitement for the release of Grand Theft Auto 1 & 2 video game release.
- Target large arena lifestyle events such as “WCW, WWF and ECW” wrestling matches, Rock, Metal and Hip Hop music concerts to do product demonstrations.
- Deploy fully wrapped, interactive mobile advertising vehicles in venue parking lots, set up gaming consoles on artist tour buses and inside VIP lounge area.
- Produce and distribute Rockstar branded mix cd featuring music of Rock & Hip Hop artists.
- 1 mobile advertising vehicle routed in market 2 days before tour arrives, visiting key locations and distributing premiums.
- 2nd mobile advertising vehicle to follow tour bus, promoting at all tour stops (radio station, music retailers, etc.).
- Partner with record company and radio stations to arrange GTA tournaments between artists and fans.
- Over 2.5 MM GTA1 games sold.
- Over 95,000 units of GTA2 pre-ordered (largest of any video game release at the time).
- Frontline lifestyle integrated approach incorporated into all future Rockstar releases.