HD DVD Group Announces $150 Million Marketing Push
This week at the annual VSDA conference, The North American HD DVD Promotional Group announced an ambitious $150 million marketing and advertising blitz to build consumer awareness, Video Business reports.
The campaign will push the high definition format in print, TV, online, cable and outdoor channels, with a six month minimum commitment. The campaign’s theme is “The Look and Sound of Perfect,” and a corresponding website featuring hi-def trailers launched at lookandsoundofperfect.com as well.
Another component planned includes a ten city tour featuring an 18-wheeler truck covered with HD DVD promotional signage, hi-resolution screens and filled with sample products. The campaign is being coordinated by Goodby, Silverstein & Partners, the ad agency famous for the “Got Milk?” campaign.
Initial adoption of HD DVD has been slow so far, with only 20,000 players sold to date. However, sales of software have done extremely well given those numbers, and the article notes that hundreds of titles are being planned for the next several quarters. Additionally, players from other manufacturers will be available in stores for the holiday season.
In addition to the ad blitz, the promotional group has also established a task force to address in-store merchandising concerns regarding HD DVD products, including incorrectly calibrated displays, poor in-store display locations, under-educated sales staff, and misracked product.
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