The global agency has been retained by the Championship Gaming Series, the only worldwide professional video game league. Fleishman-Hillard has also won a project brief to promote Video Games Live, a series of interactive concerts featuring music from video games. The agency’s specialist digital division, FH Digital, will be handling both accounts.
FH’s London office will work alongside its New York office on the Championship Gaming Series (CGS) account, rolling the international campaign out across Europe. Head of FH Digital Ben Mason described CGS as ‘the premiership for gamers’, with professional video game players competing for a share of £2.5m in prizes.
CGS is headquartered in Los Angeles, but will hold its UK and European qualifiers in Birmingham and London this September. Because CGS is part-owned by BSkyB, the UK final of the gaming series will be broadcast on Sky One and Sky Two. FH will promote the championships to both traditional print and online media, with an emphasis on pushing the relevance of video games to contemporary culture.
The Video Games Live contract has been won from its operator, IMG Artists. FH Digital will promote the global concert series, starting with the opening of this October’s London Games Festival (PRWeek, 3 August 2007).
Composers Tommy Tallarico and Jack Wall will conduct the Philharmonia Orchestra and a choir at the Royal Festival Hall, playing music from new games like World of Warcraft and older titles like Pong and Zelda.
Tallarico and Wall are leading industry names, having composed the soundtracks to the Earthworm Jim and Myst game franchises respectively. The concerts will use musical arrangements, live action segments and footage from upoming titles like Halo 3.
FH Digital has been briefed to promote each concert as it happens, using both print and online media to build the Video Games Live brand and to interact with gaming fans.