Clancy Playing Games

RP&D Backs CD-ROM of Upcoming Thriller
CHICAGO–No longer just a best-selling author, Tom Clancy is a multimedia marketing force.
Next month, Putnam will publish Tom Clancy’s Rainbow Six, a novel about an elite multinational team battling the forces of global terrorism. Shortly after it hits bookstore shelves, a CD-ROM game based on the book will appear at software retailers.
Created and distributed by Red Storm Entertainment–the Morrisville, N.C., games company Clancy founded–the Rainbow Six computer game will be backed by a $1-2 million campaign on cable networks. Roark, Pirsig & Dobie in Chicago created the advertising and marketing programs for the game’s launch.
Clancy’s book is “a very real look at terrorism,” and the game’s 3-D graphics seek to capture that same realism, said Phil Wnuk, founder and marketing director of RP&D. To ensure the TV spot promoting the game would be just as hard-hitting, the agency filmed the Chicago Tactical Squad in counterterrorism drills.
The spot–which mixes the footage of the S.W.A.T. team with screen shots of the game–will break early in September on cable networks such as Sci-Fi Channel, FX, Comedy Central, ESPN2 and MTV. The spot directs viewers to the Red Storm Web site, which will have a sweepstakes tied to the game. Print ads in gaming books also support the launch.
The Rainbow Six campaign is the first Red Storm assignment for RP&D, which Wnuk said handles consulting projects for agencies and creates traditional advertising for other clients.