Kinect Rush cinema ads to reach 1.3m people

Microsoft has laid out its cinema, TV and radio campaign for its new kids game – Kinect Rush: A Disney Pixar Adventure.

The 360 title is being backed by cinema ads that will reach 1.3m people, plus there’ll be postcards in foyers.

Further activity has been booked on TV channels, with competitions placed in kids magazines. That’s on top of radio and online promotions.

This is a compelling and highly recognisable IP – no other game contains multiple worlds of the Pixar universe,” the game’s product manager Laura Disney told MCV. Also, there are few competitive titles in the children’s space on Kinect.”

The game lets players become a unique Pixar character and take part in adventures across five different worlds, which include Toy Story, Cars, Ratatouille, The Incredibles and Up.

Kinect Rush is out now.