Epic Mickey Marketing to the Second Power

June 27th, 2012, 23:51 Posted By: wraggster

Disney talks enhancing the marketing for Epic Mickey 2
This article originally appeared on [a]list. Click here to find out more about the marketing oriented site.
The original Disney Epic Mickey was one of Disney's biggest AAA game releases ever, and it was a hit despite a somewhat mixed reception by critics; it's a testament to both the marketing muscle at Disney and the enduring appeal of Mickey Mouse as a character. Epic Mickey 2: The Power of Two is an even larger investment, coming to the Xbox 360 and PS3 along with the Wii, and will even have a complimentary 3DS game release in Disney Epic Mickey: Power of Illusion. We caught up with Ted Chi, Vice President or Global Marketing at Disney Interactive, to talk about marketing plans for their anticipated sequel.
[a]list: What did you learn from marketing the original that you'll apply to the sequel?
Ted Chi: Mickey Mouse is a character with an incredible heritage across all demographics. We were able to build upon this deep connection for the launch of the first game. I think we were able to successfully tap into Warren's original vision for the game by communicating Mickey's role as a hero in an alternate world. We were also in an enviable position for any marketing, as the game delivered true innovation with Mickey's power to literally change the world with his magic paintbrush and the use of paint and thinner. It is this heroism and gameplay innovation that resonated across all of our consumer facing communication. What we ultimately learned was that, despite early research, Mickey Mouse has the ability to transcend demographics - kids, adults, and core gamers alike.

http://www.gamesindustry.biz/article...e-second-power

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