FMBX News

Mortal Kombat to launch with marketing Spin from Adept

Sign Spinning, a high-energy street dance using six foot advertising signs that has been popularised in the US, is being brought to the UK for the first time to promote the launch of one of the Warner Bros. computer game, Mortal Kombat.

The Mortal Kombat sign spinning campaign has been developed by Julian Woolley, creative director at Adept Marketing Group and Aarrow Advertising, from San Diego, California. Adept has entered into an exclusive partnership with Aarrow, the company that developed sign spinning as an outdoor media, to bring sign spinning to the UK.

Sign spinning originated in 2002 on Ocean Beach, when pioneer Max Durovic, who went on to found Aarrow, started twirling the sandwich board he was being paid to parade. Today Aarrow employs and manages around 750 sign spinners and trains thousands more and Max has gone on to be highlighted as a young entrepreneur to watch by Business Week and others.

Sign spinning has become a huge success in the USA, promoting brands such as McDonalds and Budweiser.

Adept Marketing Group, formed in 2001, is a specialist face-to-face and experiential marketing agency with operations in the UK and South Africa. Adept has worked for a wide range of brands as well as being one of the leading providers of social policy marketing services to health trusts, local and central government.

Adept’s launch campaign for Mortal Kombat will see the Aarrow team spinning in several locations in the UK, incorporating specially created Mortal Kombat signage into signature moves from the game. They will appear at retail partner stores UK wide, as well as appearing at the Gadget Show taking place at the NEC in Birmingham on 17th April 2011.

The founder of Aarrow, Max Durovic states “Aarrow Advertising is thrilled to be joining forces with both Adept and Mortal Kombat to bring our first ever sign spinning campaign to the UK. We always dreamed of expanding our concept here and couldn’t have found better partners. The social awareness of Adept, combined with the iconic Mortal Kombat brand brings our mission statement to life. We are committed to providing innovative solutions for marketing that combine jobs in the community for young people.”

Julian Woolley states “With over 10 years history supporting both brands in the private sector and 100’s of social responsibility campaigns for public sector, we are delighted to combine both with a partnership with Aarrow. Launching with UK wide performances for the Mortal Kombat new release is only the start.”

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