Acclaim Launches Massive BMX Ad Campaign
Acclaim is set to make sure that the only way you won't know about the release of Dave Mirra Freestyle BMX 2, is if you're completely cut off from... well, everything.
Published: August 6, 2001
Acclaim today announced it is launching a $4 million dollar marketing campaign behind its Dave Mirra Freestyle BMX 2. Acclaim will utilize national advertising, extensive retail promotions, consumer contests, grassroots marketing and a dynamic in-game music soundtrack to back the title.
[blockquote]"Acclaim's Dave Mirra franchise is one of the strongest brands in the extreme sports category and we are thrilled to deliver the debut BMX offering for the PlayStation 2 on `Freestyle Thursday'," said Steve Felsen, Senior Director of Brand Management. "Our marketing campaign will exploit all forms of media to enhance the widespread consumer awareness and anticipation for the product, which will take advantage of the next generation platform and deliver an incredible gameplay experience."[/blockquote]Acclaim's Dave Mirra Freestyle BMX 2 "Freestyle Thursday" marketing campaign includes:
[blockquote]-- National Television - :30 and :15 spots airing on MTV, ESPN, ESPN2, FOX Sports and WWF programming, as well as top spot markets, that will begin in August and run throughout the fall and tie into key retail partners;
-- Radio - commercials airing on alternative and top 40 stations in top markets, which will begin at the end of August and run through the month of September and tie into key retail partners;
-- Print - full-page ads in dedicated video game publications, lifestyle publications and dedicated BMX enthusiast publications;
-- Online - advertising and promotional giveaways with leading video game sites and BMX fan sites, and a dedicated consumer site www.acclaimmaxsports.com;
-- Retail Promotions - in-store displays and partnerships with national retailers, including, Electronics Boutique, GameStop and Target, highlighted by an online chat with Dave Mirra on www.target.com on Tuesday, September 11 at 5:00 p.m. (EDT);
-- Grassroots - extensive hang tag and sticker campaign, and game kiosks at BMX retailers and extreme sports festivals throughout the United States;
-- Consumer Contests - giveaways of BMX bikes, apparel and a trip to a national extreme sports event;
-- In-Game Music Soundtrack - featuring such artists as Godsmack, Methods of Mayhem, The Cult and Ozzy Osbourne and more;
-- Consumer Tie-Ins - in-game appearances with 55 sponsors and retail cross-promotions with BMX equipment manufacturers such as Huffy Bikes, Easton Bikes and EVS, and urban apparel designers such as Split, Spread, UGP, DC Shoes and Knucklebone.[/blockquote]Dave Mirra Freestyle BMX 2 is the only game that features 10-time world champion and 11-time X Games champion, Dave Mirra. Players complete a variety of challenges to earn the respect of fellow riders as they progress through the game's eight massive levels, which feature the very best in vert, dirt, street and park riding. Dave Mirra Freestyle BMX 2 will offer an innovative S.I.K. trick system, which will allow players to pull more than 1,500 tricks, including the new grind, wall ride and lip trick modifiers. In addition, the game will feature 13 pro riders, including Ryan Nyquist, Mike Laird, and Colin Mackay; super-competitive multiplayer games; and a state-of-the-art BMX Park Editor that will allow users to create their own BMX experience. Dave Mirra Freestyle BMX 2 was developed by Z-Axis.
Dave Mirra Freestyle BMX 2 will be available on "Freestyle Thursday" September 6, 2001 for the PlayStation 2 computer entertainment system at a suggested retail price of $49.99.
[blockquote]"Acclaim's Dave Mirra franchise is one of the strongest brands in the extreme sports category and we are thrilled to deliver the debut BMX offering for the PlayStation 2 on `Freestyle Thursday'," said Steve Felsen, Senior Director of Brand Management. "Our marketing campaign will exploit all forms of media to enhance the widespread consumer awareness and anticipation for the product, which will take advantage of the next generation platform and deliver an incredible gameplay experience."[/blockquote]Acclaim's Dave Mirra Freestyle BMX 2 "Freestyle Thursday" marketing campaign includes:
[blockquote]-- National Television - :30 and :15 spots airing on MTV, ESPN, ESPN2, FOX Sports and WWF programming, as well as top spot markets, that will begin in August and run throughout the fall and tie into key retail partners;
-- Radio - commercials airing on alternative and top 40 stations in top markets, which will begin at the end of August and run through the month of September and tie into key retail partners;
-- Print - full-page ads in dedicated video game publications, lifestyle publications and dedicated BMX enthusiast publications;
-- Online - advertising and promotional giveaways with leading video game sites and BMX fan sites, and a dedicated consumer site www.acclaimmaxsports.com;
-- Retail Promotions - in-store displays and partnerships with national retailers, including, Electronics Boutique, GameStop and Target, highlighted by an online chat with Dave Mirra on www.target.com on Tuesday, September 11 at 5:00 p.m. (EDT);
-- Grassroots - extensive hang tag and sticker campaign, and game kiosks at BMX retailers and extreme sports festivals throughout the United States;
-- Consumer Contests - giveaways of BMX bikes, apparel and a trip to a national extreme sports event;
-- In-Game Music Soundtrack - featuring such artists as Godsmack, Methods of Mayhem, The Cult and Ozzy Osbourne and more;
-- Consumer Tie-Ins - in-game appearances with 55 sponsors and retail cross-promotions with BMX equipment manufacturers such as Huffy Bikes, Easton Bikes and EVS, and urban apparel designers such as Split, Spread, UGP, DC Shoes and Knucklebone.[/blockquote]Dave Mirra Freestyle BMX 2 is the only game that features 10-time world champion and 11-time X Games champion, Dave Mirra. Players complete a variety of challenges to earn the respect of fellow riders as they progress through the game's eight massive levels, which feature the very best in vert, dirt, street and park riding. Dave Mirra Freestyle BMX 2 will offer an innovative S.I.K. trick system, which will allow players to pull more than 1,500 tricks, including the new grind, wall ride and lip trick modifiers. In addition, the game will feature 13 pro riders, including Ryan Nyquist, Mike Laird, and Colin Mackay; super-competitive multiplayer games; and a state-of-the-art BMX Park Editor that will allow users to create their own BMX experience. Dave Mirra Freestyle BMX 2 was developed by Z-Axis.
Dave Mirra Freestyle BMX 2 will be available on "Freestyle Thursday" September 6, 2001 for the PlayStation 2 computer entertainment system at a suggested retail price of $49.99.
