Grapevine-based GameStop launching new marketing campaign with Richards Group

by PegNews wire

GRAPEVINE — GameStop Corp. is launching a new branding campaign on October 1 with The Richards Group. Called "Power to the Players", the campaign includes two TV spots, nine print executions, and online and viral components.

"We’re very excited about Power to the Players and the direction it is taking GameStop," said Tom De Napoli, GameStop marketing VP. "The Richards Group understands our customers and has underscored our position as the gaming industry leader. The campaign truly connects the dots between our customers and our expertise and passion for gaming."

The TV spots are in the style called "machinima," the art of using scenes from pre-rendered gaming engines and assembling them into a film. The first spot, "The Breakup," features a gamer, in the form of his heroic avatar, who works through the complex emotions of breaking up with an old video game that he once loved to trade it in for something new. The second spot, "The Drop," is in classic film-noir style. During the spot, an alien from the "Enemy Territory: Quake Wars" game is plotting an ambush and has its plans foiled by a human soldier acting on inside information from GameStop.

Source: GameStop