With over 3800 locations in the US and monthly traffic of 70 million, GameStop is the world's largest video game and entertainment software retailer.
GameStop DOES NOT carry music products, but their customers are our fans. There are several effective instore advertising vehicles to reach GameStop's core audience of 18-34 year old males, most of which are beyond cost prohibitive for normal record companies, but Roadrunner is NOT normal!
With the excitement surrounding Dragonforce in Guitar Hero III, GameStop's instore TV network has agreed to feature the band in their one-hour program that continually repeats for the entire month of March.
As a rule, Channel M only airs game-related programming (no music video or performance), but as Dragonforce is one of the stand-out artists in GameStop's top selling guitar game, they will feature a :60 clip of the "Through The Fire And Flames" video, plus a short clip of guitarist Herman Li discussing Guitar Hero III with comedian Brian Posehn. Also, the program's hosts will mention the band and album once an hour. (I will circulate the clip once it's edited and approved).
Channel M's research indicates average instore TV program awareness is 90%. Average unaided commercial recall is 48%, aided is 64%. We have found a great non-traditional way to identify our Guitar Hero enthusiasts and make them aware of Dragonforce.
This of course paves the way for other Roadrunner artists. Artists that are featured in a video game who deliver us game-related content (i.e. Airbourne talking about their favorite games, or comparing Guitar Hero to Rock Band, etc.) can be featured on Channel M in the future.
Our next step will be exploring video game-related music products or gifts-with-purchase that could possibly be carried in GameStop locations. However, the stores are currently video game purists, so this is a work in progress.
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