HMV pushes games in Easter ad campaign

Video games are to play a key role in HMV’s upcoming Easter campaign, which will promote a wide range of entertainment products.

The retailer is gearing up for what it considers to be an important sales period with strong advertising in the works for its high-profile activity.

Easter is very much up there now with the likes of Christmas, Valentine’s and half-term as a key trading period for us,” said HMV’s head of games Tim Ellis.

As ever, customers will be looking for great-value deals, but I think they’re also looking to be engaged by retailers, so our campaign is purposefully fun, playful and family-focused, with some great offers in there as part of the mix.”

All ads will bear the tagline ‘Have a cracking Easter’, and feature several iconic characters, stars and artists in egg form, including recognisable faces from the games industry such as Mario and Sonic.

HMV’s advertising will encompass a mixture of in-store and window POS, as well as online and press ads driving consumers to stores.

Games will also be strongly represented in the product and price promotions, such as Pokmon HeartGold and SoulSilver. The DS games will be highlighted as lead titles in the campaign, with HMV offering buyers an exclusive free DS carry case.

The Easter push will arrive hot on the heels of its current sales campaign: ‘Boom – smashing prices’. This promotion has seen a range of reductions across films, music and games, such as DJ Hero retailing at 49.99.

The ‘Boom’ campaign will continue to run through Easter and beyond.