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Blockbuster backs an expansion of its videogame division with a campaign from J. Walter Thompson that targets an older group of players.
The Dallas company breaks four TV spots, tagged “Rent. Buy. Game your way,” July 1 on MTV, ESPN2, Nickelodeon and other cable networks. JWT, Chicago, also created radio ads and print work, which runs in July issues of game magazines.
“This is their biggest effort yet behind games,” said Jeff York, JWT’s group creative director.
Blockbuster plans to make a “significant increase” in spending behind the games, said client vp of marketing Scott Parks, who declined to offer specifics.
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