Eidos Interactive is planning a multi-million dollar integrated campaign for the launch of a computer game “Tomb Raider III: The Adventures of Lara Croft.”
The campaign will include print and television, wall paintings, billboards, bus wraps, a variety of retail store promotions, Internet and direct mail campaigns. Spending specifics and agency details were not disclosed.
“Our focus for Tomb Raider III is on the mainstream consumer with an integrated, high-powered, outdoor, TV, print, and online campaign,” said Paul Baldwin, vice president of marketing at Eidos Interactive.
Eidos plans to air its 30-second national and cable television spots featuring a James Bond theme. In addition, Lara Croft will be featured in Sony Computer Entertainment America’s PlayStation campaign consisting of 30-second national television spots with a media buy that includes high-profile programs such as “X-Files,” “Friends,” “Dawson’s Creek,” “Newsradio,” and “King of the Hill.”
Online advertising includes banner and button advertisements, special online promotions with LifeSavers candy and Geffen Records, as well as Eidos’ Tomb Raider.com.
Tomb Raider and Tomb Raider II starring Lara Croft sold more than 9 million copies for the PlayStation and PC.
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