Today Ubisoft announced a partnership with two of television’s most popular celebrities, Holly Willoughby and Fearne Cotton, to promote Imagine™, a new range of video games available on Nintendo DS™.
The new range of games for girls aged 6-12 years will roll out over the next year and launches next month with Imagine™ Girl Band, followed by titles including Imagine™ Dream Weddings, Imagine™ Movie Star and Imagine™ Teacher.
Holly and Fearne will participate in a major year long marketing campaign to promote the Imagine range, appearing across all UK media channels in a groundbreaking marketing initiative by a video game publisher.
Holly Willoughby is well known for presenting hit television shows such as Dancing On Ice on ITV1. She will also be taking over from Fearne in presenting this year’s Xtra Factor, the behind the scenes show following auditionees for The X Factor. Fearne Cotton co-hosts the weekend chart show on Radio 1 and has presented a number of popular television programmes and events such as Top of the Pops and Live8. Most recently Fearne co-presented Nelson Mandela’s 90th birthday party concert in Hyde Park.
Will it work? Will hordes of young girls buy the games purely because celeb's faces have been plastered across them? By golly, it might just work!