HMV and 20th Century Fox team up for new ad model

HMV and 20th Century Fox Home Entertainment have teamed up with AdMedia to launch Gamerbase, an interactive in-store advertising model.

20th Century Fox is the launch partner for the ad model and the first campaign it will run promotes the Family Guy DVD “Something Something Something Darkside”, which is released on 28 December.

The campaign will dominate five “super centre” gaming areas in HMV London Trocadero, Reading, Manchester, Edinburgh and Glasgow. It will also include posters, video content and screen savers.

The Family Guy campaign will run from 21 December until 3 January

Gamerbase takes in the digital screens within the HMV Play gaming areas in 47 HMV stores including pay-to-play gaming units and free-to-play gaming units, allowing 20th Century Fox and other advertisers to target the 15-30 year old male audience interested in gaming, film and entertainment.

The gaming areas have an average dwell time of two hours with footfall of 7,000 passing through the five super centres each day.

Adam Mills, managing director of AdMedia, says: “The game stations offer interaction, fun and enables consumers to try before they buy right at the point of sale which is perfect for entertainment brands.”

The deal was brokered by Posterscope and Vizeum.

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