Rayman marketing packs a punch

Ubisoft is hitting the road for hands-on events at seven UK towns to mark the return of Rayman.

Over 2.3m shoppers will see Xbox 360, PS3 and Wii platformer Rayman Origins at shopping centres in the run up to Christmas. This is on top of a TV campaign targeting family films and children’s channels which will also run into December.

Online ads will deliver more than 7m impressions across websites such as Eurogamer, IGN, GameSpot, as well as lifestyle and kids sites.Finally, advertisements will appear in children’s magazines Match of the Day, Doctor Who, Ben 10 and Toxic.

The marketing activity is targeting both newer gamers and fans of the original Rayman games from the 1990s and early 2000s.

Rayman is one of Ubisoft’s original and most successful franchises with over 20m units sold worldwide,” Ubisoft’s Ombeline Wallon, brand manager, told MCV.There is an obvious will to revive this very successful franchise and make it as popular with the new generation of gamers as it was with the previous one.

Rayman Origins is true to the brand’s roots, which will resonate with our original fans. It also has the potential for a much broader appeal especially with children and families thanks to its beautiful design, multiplayer mode and humour.

The release of Origins will be supported by a heavyweight multi-channel campaign that will run until Christmas to target both sides of our audience.”