THQ has been hard at work getting Saint’s Row ads all over our streets and airwaves, punctuating its campaign with a petrol station takeover and massive launch party.
Tonight’s Sydney Saint’s Row: The Third party will be potentially the largest videogame night of the year, with THQ already being known for pulling out all the stops for events, and with the game being the company’s largest and craziest yet.
THQ are promising that ‘parts of the game may come to life on the night’, and have selected one of the best upper-class ganster locations in King’s Cross.
Complementing this, the Saint’s Row: The Third marketing campaign is already going all out on a spend which is spread across significant outdoor bus, bus shelter and billboard placements.
Last week, however, THQ upped the ante with a free petrol giveaway wherein they took over the Cleveland Street BP service station (pictured) and renamed it ‘Steelport’. It was a very theatrical takeover, with saints and sinners in full garb distributing merch and pushing the game while treating Sydneysiders to free petrol during a period of anxiety over rising prices.
Col Kennedy, marekting director for THQ Asia Pacific, told MCV: “Last week’s petrol station stunt where $10,000 worth of free fuel was given out to Sydney motorists, generated national mainstream media coverage for the launch of Saints Row: The Third.”
“Causing mayhem on the streets, hundreds of Sydneysiders took advantage of the free fuel and were immersed in the Saints Row: The Third brand with lovely looking promo girls, trailers of the game playing on plasma screens and bumper stickers for each of their cars.”
The stunt gained major attention in the mainstream media all across Australian free-to-air TV as well as being picked up extensively online.
Kennedy continued: “The stunt generated approximately $370,000 in equivalent advertising value including media coverage on Channel 7 news, Sunrise, Today Tonight as well as print, radio and online.”
Saint’s Row: The Third is releasing on 15th November.
To register for the MCV Pacific News Digest, head to the registration page: http://www.mcvpacific.com/user/index/register/journey/register