EMAP Performance is planning to extend its Q music brand on to touch-screen gaming terminals in pubs throughout UK. The Q-branded music games, in partnership with interactive entertainment company Zoo, will be rolled out at the end of this month.
EMAP also has plans to run a similar project for its teenage entertainment title, Smash Hits!
EMAP head of marketing for rock Stuart Williams says: “It is the first time EMAP has branched out into this area. Much of what we create in Q magazine, QTV and Q4music.com is designed to create great conversation for a Friday evening down the pub.
“We are considering doing something similar for Smash Hits! but first we shall judge the success of the Q music games for pubs.”
Last year, EMAP Advertising signed its biggest cross-media contract for its Smash Hits! brand, in a deal worth more than &£2m, to promote Nestlé Rowntree’s Smarties.
The deal spanned all of Smash Hits! platforms including its website, radio show, Smash Hits! on The Box TV show and the magazine.
According to the July to December 2001 Audit Bureau of Circulations figures, Q recorded a decline of 1.7 per cent year on year to a circulation of 200,636 and Smash Hits! was down 9.7 per cent to a circulation of 200,212.