Saints Row 2 - Marketing and Release

Marketing and Release

Prior to its release, Saints Row 2 was marketed and promoted heavily through the use of numerous Internet and TV trailers. In addition, contests and competitions were enterable by fans with various paraphernalia, including special editions of the game itself, available as prizes. For marketing considerations, the original release date of the Xbox 360 and PlayStation 3 ports of the game were pushed back.

A trailer was released in March 2008, formatted as a tourist insight from the Ultor Corporation into the city and how Ultor had helped to rebuild the city. In early April 2008, American film actor Gary Busey became part of the marketing campaign for the game. Three Street Lessons with Uncle Gary clips were released on April 4, 2008, demonstrating the use of satchel charges, taunting and throwing people in gameplay. Two additional Busey clips were released at the end of April 2008, demonstrating heavy weapons and police response in gameplay. A second trailer was released in early June 2008, comparing Saints Row 2 to similar game Grand Theft Auto IV, poking fun at it for its lack of replay value. A third trailer was released in late June 2008, giving an insight into the storyline of the game and introducing the new gangs that would feature in it. A fourth trailer was released in mid-July 2008, showing some of the customization options available in the game. Two Busey clips were also released in mid-July, demonstrating groin attacks and improvised weaponry in gameplay. In late July 2008, American pornographic actor Tera Patrick became part of the marketing campaign for the game. A "Developer Diary" video was released featuring Patrick presenting the game. Over a three-week period in August 2008, three trailers were released a week apart from each other, giving an in-depth preview of each of the three main story arcs revolving around the three gangs. Two Busey clips were released at the end of August 2008, demonstrating customization and flying in gameplay, and the improvised weaponry clip was re-released alongside them. An additional Busey clip was released in early September 2008, demonstrating motorcycles in gameplay. An eighth trailer was released in early September 2008 previewing the co-operative gameplay, featuring in-game recreations of American presidential candidates Barack Obama and John McCain, the former of which won the presidential election. The official launch trailer was released in early October 2008, a week before the game's release, taking another look at the storyline.

The "Pimp Your Crib" contest launched on July 17, 2008 for residents in the United States, offering prizes such as a 46" Samsung HDTV and a Logitech cordless precision controller. The "Summer of Bling" contest launched on August 21, 2008 for residents in the United Kingdom and Germany; first week prizes included a game-themed hip flask and bottle of tequila. The second week of the competition offered a radio-controlled helicopter. THQ and WorthPlaying launched a competition offering the winners a chance to attend the Saints Row 2 Multiplayer Event in San Francisco, USA and have their thoughts published in an article. A T-shirt design competition launched on September 19, 2008 hosted by British fashion label Joystick Junkies which tasked the competitor to design a themed T-shirt; the winning entry was featured in the downloadable content pack Ultor Exposed. The third run of the "Summer of Bling" contest launched on September 19, 2008 offering the Joystick Junkies-themed shirts as prizes. The "Trick Your Pack" tool launched on September 23, allowing the player to create their own box art for the game. The fourth run of the "Summer of Bling" launched on October 4, 2008 offering an Ultor-themed Flak jacket. Another contest launched on October 10, 2008 offering a gold-plated Xbox 360 Elite console with the "Gun Pack" collector's edition of the game. On November 6, 2008 a competition launched in Australia offering an airbrushed 60GB PlayStation 3 system.

Saints Row 2 has received heavy funding and sponsorship and has appeared at game conventions with its own booth. Saints Row 2 has appeared at E3, THQ Gamer's Day, Comic Con, PAX '08, GameStop Expo '08 and Leipzig Games Convention. In addition, Saints Row 2 provided funding and marketed itself with the Myspace Music Tour. Saints Row 2 also supported Movember 2008, an Australian fundraiser for men's health. In November 2008, THQ signed a deal with Massive Incorporated to include in-game advertisements on their Xbox 360 and PlayStation 3 products. Saints Row 2 was the first game to follow through and players connected to Xbox Live or PSN will be able to find movie posters throughout the city promoting upcoming releases.