The free and exclusive one-off gig features performances from up-and-coming artists featured in DiRT 2’s in-game soundtrack.
Taking place September 10 at The Arches in London – the day before the game launches in the UK – the exclusive gig hosted by NME Radio will feature performances from post-punk/art-rock outfit The Rakes, lo-fi indie pop project Dinosaur Pile Up and metalcore band Glamour of the Kill. Also at the party will be gaming pods giving gig-goers the opportunity to try out the new game prior to its UK release.
On the day of the launch gig NME Radio will broadcast an hour-long DiRT 2 takeover show which will feature only tracks from the game’s soundtrack from 2-3pm.
Supporting the activity, NME.COM will feature an online hub housing details of the game and a preview video, while NME magazine will support the launch across three issues of the magazine. Tickets to the VIP launch gig will be available from NME Radio and NME.COM via special promotions. Tickets will not be on general sale.
The multi-platform deal, comprising radio, online and press activity, along with the experiential element, was brokered by Francesca Glover and Jonathan Boakes of IPC Media, Lauren Stone of DX Media, and Mary Bond and Nicole Meehan of Target Media.
Rich Eddy, director of Communication at Codemasters, says “The soundtrack for Colin McRae: DiRT 2 is a fantastic opportunity for promising new musical talent to showcase new, previously unreleased songs and target their fans in new and innovative ways. DiRT 2 is set to be one of the biggest games of 2009 and we are delighted to be able to join forces with NME Radio and the line-up of bands to launch this title with a suitably loud and proud launch party.”
Nicole Meehan, digital planner/buyer at Target Media adds: “This new deal between Codemasters and NME Radio provides a fantastic way to bring this new game to life for the important NME audience. Using live music inspired by the impressive soundtrack for DiRT 2 is the ideal way to really engage this audience and demonstrate that DiRT is even more than a computer game.”
DiRT 2 is set to take racing games to a new level with thrilling new race types, striking locations, big event atmosphere and a peerless line-up of super-charged speed machines, each selected to deliver spectacular, fast paced racing. DiRT 2 will take players on an exhilarating World Tour featuring over 100 stunning events, including aggressive, multi-vehicle races and intense solo challenges, set in the most diverse and demanding real-world environments.
Complete with full head-to-head competitive online play, get ready for the ultimate off-road competition when Colin McRae: DiRT 2 launches September 8th (US), 10th (EPAC), 11th (UK) for the Xbox 360 video game and entertainment system from Microsoft, PLAYSTATION 3 computer entertainment system, Wii, Nintendo DS and PSP (PlayStationPortable) system. A Games For Windows LIVE edition will follow with support for DirectX 11. For the latest news and videos, floor it over to www.dirt2game.com or become a fan at www.facebook.com/dirt2game.
About NME Radio
Codemasters says: “Codemasters is a leading developer and publisher of best-selling interactive entertainment products for a global audience across multiple gaming platforms and channels. Established in 1986, the company’s dominant brands include Colin McRae DiRT, Race Driver GRID, Overlord and Operation Flashpoint; the company retains the exclusive worldwide video game rights to FORMULA 1. Codemasters is headquartered in Warwickshire UK, with North American operations based in Universal City, Calif. The company also maintains operations in Japan, Germany, France, Spain, Benelux and Malaysia. Codemasters receives over two million visitors to its web site every month.
Codemasters supports askaboutgames.com www.askaboutgames.com - a UK initiative designed to help parents understand the age ratings system for computer and video games so that they can make more informed choices when choosing games for their children."
About Target Media
Target Media says: “Target Media is the UK’s number one entertainment specialist media agency with over 50 clients in the film, DVD, gaming, music, fashion, retail, mobile, and leisure industries.
As one of the UK’s fastest growing and largest independent media agencies, Target Media devises media communication strategies providing the sharpest thinking, smartest planning and value-driven buying, to deliver tangible business results. ‘Inspiration, Implementation, Results’.
Current clients include SEGA, Momentum Pictures, Bethesda, Play.com, Icon Film Distribution, Konami, Optimum Releasing, Ben Sherman and 4DVD."