plans to promote the upcoming launch of Left 4 Dead 2
with a $25 million
ad campaign, spending almost 40 times the budget of George Romero's original
Dawn of the Dead
to support the co-op zombie shooter. Here's
"Based on the strength of pre-orders, Left 4 Dead 2 will be the
fastest-selling product in Valve's history," said Gabe Newell, president of
Valve. "Left 4 Dead 2 has consistently run at 300% of Left 4 Dead's numbers."
Last year, Left 4 Dead was the top selling new property for both the Xbox 360
and PC. Sales were driven by strong word of mouth, top reviews, and a $10
million advertising campaign.
"We'll be supporting Left 4 Dead 2's launch with a $25 million campaign," said
Doug Lombardi, Valve's vice-president of Marketing. "Left 4 Dead 2 has already
set the record for greatest number of pre-orders in our company's history, and
we're still over a month out from shipping."
In the USA, the campaign will include Monday Night Football and UFC television
broadcasts, roadside billboards, and popular lifestyle and gaming sites.
This year's European plan is also more aggressive than last year's, with
television advertising in all the major markets appearing during sports and
lifestyle programming, plus strong outdoor investments in more cities, as well
as online and print advertising.