Heroic sponsorship deals for Activision

Activision says it will invest in more festival sponsorships than ever, after successfully debuting the DJ Hero brand at the Notting Hill Carnival.

Last weekend’s event featured a live demo of the game plus DJ Hero branding throughout the Carnival.

As the leading music gaming property in the UK it is imperative that the Hero brand continues to be creative with its marketing, pioneering activity not just within gaming but as a global entertainment franchise,” said Guitar Hero brand manager Jon Edney

Working with big ticket properties such as the Notting Hill Carnival is testament to where the brand now stands in terms of both its profile and credibility. There will be undoubtedly be plenty more brand defining partnerships to announce moving forward.

Experiential activity has developed into a crucial element of the Guitar Hero marketing mix.

Other Guitar Hero partnerships this year included Ibiza Rocks and the Kerrang Awards, both of which have proved to be fantastic successes both in terms of the short term brand exposure and the longer term benefits that all parties have gained from the relationship.”