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Dick Tee’s King-Size Launch
The launch of ‘Peter Jackson’s King Kong, the official game of the movie’ was a ‘big’ launch in every sense of the word, and production manager Dick Tee made sure this was the case.
Game manufacturers Ubisoft appointed agency Twenty5th to handle the creative development of a series of promotional stunts across the UK to coincide with the release of the game, with the idea of the game’s ‘deliverance’ to shopping centres ready for Christmas being devised. Dick Tee of That’s EnTEEtainment was then brought in to manage the ‘delivery of the game’.
A huge replica of the Play Station 2 game’s box, measuring 3.6m long x 2.4m high was carried on the shoulders of ‘delivery men’ using a bamboo stretcher frame, to city centre stores across the UK, making it ‘the biggest game this Christmas!’ The promotion visited the streets of Leeds, Manchester, Bristol, Birmingham and London’s Covent Garden.
Dick Tee commissioned the build of the model, sourced the ‘delivery men’ and handled all aspects of transport and logistics and liaison with City Centre Management’s to ensure the successful promotion of the King Kong game.
Andy Hughes, account manager at Twenty5th commented: “We were absolutely delighted with the quality of the replica model and the attention to detail that Dick and his team put into the entire series of promotional events. There is no doubt it was a roaring success!”
Dick Tee commented: “The most difficult stage of this idea was gaining permission for the event to take place in busy shopping areas, but once achieved everything else went really well. It’s difficult to ignore a 3.6 metre computer game carried above the crowds, people definitely took notice!”
16th December 2005
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