Brands2Life wins bid to manage `Quantum of Solace` videogame UK launch

06-Sep-2008 • Gaming

Brands2Life has emerged triumphant from a keenly fought pitch to manage the UK launch of Activision's new James Bond computer game, reports PR Week.

The latest Bond film, Quantum of Solace, will hit cinema screens on 31 October. The computer game will be released a week later on 7 November.

Brands2Life will run a consumer lifestyle campaign ahead of the launch. The campaign will then keep on running until the end of the year.

The agency pitched against specialist gaming agencies for the work. 'One reason we won the pitch was our grasp of the Bond brand,' claimed Scot Devine, co-head of consumer at Brands2Life. 'The 007 brand is the movie world's most protected and working on it can mean walking a real tightrope.'

Brands2Life's campaign forms part of Quantum of Solace's worldwide release, but the company insisted it had been given a large degree of autonomy in its role.

Quantum of Solace is built on the same platform as Activision's Call of Duty 4, which was the world's bestselling game of 2007.

'The campaign is going to be media neutral, so it will run across various platforms in the media,' said Devine. 'There is going to be a mix of traditional, interactive and guerrilla PR, ranging from editorial in magazines to charity events held in cinemas.'