Dirt 3’s £1m ad push detailed

May 2nd, 2011, 18:22 Posted By: wraggster

Franchise hits 10m units; ‘McCrae’s spirit lives on despite omission from box,’ says Codies

‘High impact’ TV ads make up the centre point of Dirt 3’s £1m ad campaign.
Publisher Codemasters says its ads will run just before and after the game’s release (the title reaches shelves on May 24th) across major terrestrial and satellite channels.

“The TV campaign strives to create maximum cut through in a crowded space by daring to be different and to capture the attention of viewers to a uniquely Dirt 3 experience,” Codemasters brand manager Edward Newby-Robson told MCV.
“It will be targeted towards the younger demographic of the games’ audience.”
Codemasters’ marketing plan also includes online ads on automotive, specialist and lifestyle websites, and print ads in lifestyle and entertainment publications. The firm is putting focus on social media, too. As well as a presence on social sites, players can upload highlight videos onto YouTube.

Dirt 3 is the eighth game in the rally series, which has shifted 10m units at retail in its 11-year history. It is also the first game in the series to drop the Colin McCrae name. The legendary rally driver passed away in 2007.
Newby-Robson added: “Colin’s name may no longer be on the box but his spirit lives on in the game design.
“This includes a number of his cars plus rally stages that he made his name in. His motto of ‘if in doubt, flat out’ is still very much part of the fabric of Dirt 3.”
Rally stars Ken Block and Kris Meeke were technical consultants for Dirt 3’s development. The game is due out on May 24th for Xbox 360, PS3 and PC.

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