The best stunts and campaigns in one place

GAME launch around the world pilgrimage for gamers

By on Monday, November 11, 2013

Like most people my age, I’m 26.

Only kidding (WOW, I’M HILARIOUS). What I mean to say is, like many my age, I’m a big video game fan. My crush on gaming began with Sonic in the early 90s and developed into the full-blown, sickly-sweet love I have for it now during the years I spent playing hooky copies from the market on our chipped PS1.

It’s less common now as games compete with Hollywood, but, when I talk about gaming, there’s usually one person that scoffs and says something like ‘get a life’ or ‘go outside and interact with real people’. I bet these people are the same people that do this:

Anyway, minor irritation SEAMLESSLY slotted in, there is a nice gaming campaign this week from UK retailer GAME.

The chain teamed up with STA Travel to offer ‘The Epic Gaming Adventure’; a four-week long, £5,500 pilgrimage (per person, based on two sharing, and includes flights and accommodation in four- and five-star hotels). The trip, stopping off in big cities all over the world, will, in GAME’s words:

take you to some of the top gaming locations across the globe. Visit the home of some of the biggest publishers in the world;  iconic locations that have inspired the settings of some gaming favourites, and  take a trip down memory lane to visit some of the world’s top retro gaming arcades

Here is a map and explanation of each stop, taken from the product/campaign page:

game epic game adventure

The campaign aim, I’m told, was to promote GAME’s upcoming ‘Epic season of Gaming’ above the line campaign.

At first, I thought (hoped) there would be a competition to at least be in with a minute shot of winning a trip, but it is seemingly a straight-forward partnership, albeit a nicely-targeted one. (If anybody from GAME/MHP would like to send me on it anyway, I’m not too fussed about first class, thanks).

The campaign has so far achieved coverage on/in the Guardian, Metro, Telegraph, Mail, MCV, Digital Spy and a number of other video game news sites, too. Sure, it’s not a standard out-of-the-box stunt/campaign, but as an actual product that will make both STA and GAME real life cashmoney, the coverage isn’t just coverage for coverage’s sake and a few sales mean it will have paid for itself.

Read more: GAME’s site

Involved agency: MHP Communications

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