Realise Digital to develop marketing strategy for Beauty Town

Realise Digital has been hired by Dynamo Games to develop and carry out a marketing programme for Beauty Town, a new Facebook game that aims to promote positive messages about female body image.

The game is being developed by Dynamo Games and has external investment from Channel 4 and Creative Scotland. Realise Digital was selected following a competitive three way pitch.

Beauty Town, which will launch in May 2011, aims to appeal specifically to women aged between 25 and 40, the largest and fastest growing demographic of social media gamers. The object of the game will be to run a successful clothing outlet with players also able to visit hairdressing and beauty shops to improve their avatar. Realise Digital is tasked with devising high level marketing strategy and will mobilise in-house creative and technical teams to run promotional campaigns across a number of digital channels to coincide with the launch and to drive awareness and uptake in the months following.

Brian McNicoll, Managing Director at Dynamo Games said: “Beauty Town is aimed at a key demographic in the online gaming space. We’re using a significant amount of the investment we have received to market the game and so were looking for an ambitious and flexible consultant to help at launch and beyond. We were impressed with the knowledge and enthusiasm that Realise Digital showed and, when combined with their digital expertise, it made them our clear partner of choice.”

Fiona Proudler, Digital Director at Realise Digital said: “Facebook has become the biggest gaming platform in the world and Beauty Town is set to tap into this trend. It’s an exciting and challenging brief, but we feel we have the expertise and knowledge to drive awareness and sign-ups for the game and make it a success. On the back of other work we have done for Channel 4, we are delighted to have been selected again for this new initiative.”