Entertainment media buying agency Target Media has helped launched video game Elder Scrolls V: Skyrim, which is released today.

Given the 1634 male audience, long-lead and appointment to view media placements were the primary objective of the campaign, with focus given to the 11.11.11 launch date.

Several TV adverts were produced, including, most recently, a live action trailer; with interest also being driven through an outdoor campaign and a partnership with Forbidden Planet stores in the UK.

The London underground featured 96, 48 and 12 sheets, as well as at destinations such as Old Street Foundry, the Cromwell road and the Two Towers on the A4.

Print adverts ran in specialist gaming titles, as well as a cover wrap on yesterday’s Shortlist, which drove consumers through to the trailer.