Issue 77, on sale 2nd September, offers “innovative, unrivalled” access to the year’s biggest blockbuster game, the hotly anticipated Gears of War 3.
Scattered throughout the magazine are seven digital watermarks, marked with the instantly recognisable Gears of War ‘Cog Tag’, which can be scanned using the Digital Space app for smartphones.
Each digital watermark leads the reader to one of seven different Gears of War 3 videos, including an exclusive interview with the developer Epic Games.
Jon Hicks, Editor of Xbox 360: The Official Xbox Magazine says: "Gears of War 3 is a hugely important release for us and our readers. Using this technology we can show them new game footage straight from the pages of the magazine, and give them direct access to the developer."
This innovative use of mobile technology engages gamers, involving them in the campaign leading up to Gears of War 3’s release on 20th September.
It further bolsters Future’s burgeoning reputation as a digital publisher, with an award-winning portfolio of websites, over 100 digital editions of its magazines and huge growth in video content.
Simon Maxwell, Group Publisher of Future’s Games portfolio, says: “We love working with UM London as they constantly challenge us to come up with the most imaginative, engaging and exciting solutions for their clients.
“There is a real collaborative approach between the creative and planning teams from UM London and Future. This approach has enabled us to create truly unique executions which ensure their clients’ campaigns stand out from the crowd.”
Adds Stephen McGill, Director of Xbox and Entertainment for Microsoft’s Retail Sales and Marketing Division, UK: “This is a great fit for Xbox 360 and demonstrates another innovative way to engage with gamers in our campaign towards the launch of the biggest console exclusive of 2011.”
Rory Behrman, Ideation Director at UM London, says: “With the Gears of War 3 activity, Future have once again underlined why they are a valued partner in delivering engagement and entertainment to our core gaming audience for Xbox.
“With this and the upcoming Forza 4 treat in next month’s issue of Xbox 360: The Official Xbox Magazine, they have pushed the boundaries for consumer interaction and have delivered stellar communication solutions for our client”.
Issue 77 of Xbox 360: The Official Xbox Magazine hits newsstands on Friday 2nd September priced at £5.99.
