HIP PLAYS FIRST AD CAMPAIGN FOR MICROPLAY
By Adnews Staff
Hip Interactive of Toronto has launched the first ad campaign ever used by its national chain of MicroPlay franchise video game stores. The campaign, created by Segal Communications of Toronto, includes an "unfomercial" called Game Attics that, according to Hip, "breaks all the rules for the category". The first 28-minute episode, called "The Maiden Voyage", began running nationally on July 26. Four more episodes, each with new content, are scheduled to run until September 6. The infomercials take place in the attic of Todd, who is accompanied by his friend Marty. The two twenty-somethings play video games, offer reviews of the latest games and talk with special guests. Throughout the episode are commercials from video game companies such as Fox Interactive, Activision, Hasbro Interactive, Airplay and Sony Computer Entertainment of Canada. Also included are short breaks promoting the Microplay chain of stores. Each infomercial concludes with closing credits and a preview of the next episode. Television advertising, designed to create awareness for the 87 Microplay stores throughout Canada and the U.S., was supported with a national radio campaign that concluded earlier this month. Public relations for Hip Interactive are handled by Strategic Objectives of Toronto.