Objectives
- Promote and launch the second PlayStation 2 EyeToy game title EyeToy Groove
- Target the youth market through sampling demonstration activity
Activity
- Arrange and operate sampling demonstrations of this dancing game at entertainment sites and McDonalds restaurants nationally, where the public get to play and experience EyeToy (including finale event at Federation Square in Melbourne)
- Distribute promotional material detailing the games release date
Communication
- Design, produce and dispatch pre promotion material to include posters, flyers and advertisements
- Design & install at-event POS branding material
- Assist PR activity to promote the launch of the game
Results
- Activity at a total of 28 sites inc McDonalds restaurants, MYER Grace Bros stores, gamers conference, entertainment sites and Federation square
- Over 8,000 people sampled EyeToy Groove with an estimated 60,000+ experiencing the demo
- Extremely successful campaign that resulted in many sales nationwide and an increase in awareness of both EyeToy and EyeToy Groove
