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Lovefilm unveils HAWX advertising push

Third Ubisoft title to be marketed across the rental company's online and offline operations

Lovefilm has launched a marketing drive for the release of Tom Clancy's HAWX on Xbox 360, PC and PlayStation 3.

The HAWX campaign will see the title promoted across the Lovefilm customer base both offline and online, on branded DVD envelopes as well as on the company's website.

In addition, the mail order movie rental company will also include a HAWX name generator on its site, allowing fans to create their own pilot nicknames, while Ubisoft will run competitions, including the chance to win a jet flight experience in France.

"As Lovefilm continues to strengthen its position within the gaming industry, we're thrilled to be working once more with Ubisoft on such an exciting game," said Dionne Georgiou, media sales manager for Lovefilm.

"The experiential focus of the campaign ensures users engage and have fun, creating an innovative and memorable experience for visitors to the site and game fans alike."

This latest campaign completes a trio of partnerships with Ubisoft, including Tom Clancy's Rainbow Six Vegas 2, and Assassin's Creed. "We're glad to be working with Lovefilm again for the launch of HAWX," said Phil Brannelly, senior brand manager at Ubisoft.

"We have already enjoyed success with Assassins Creed and Tom Clancy's Rainbow Six Vegas 2, and are excited about this campaign which delivers such an immersive and interactive preview of this high-octane title."

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James Lee