Ride to 'reinvigorate' Tony Hawk

Activision is going all out to reinvigorate interest in skateboarder Tony Hawk and his new videogame.

The software giant has high hopes for Tony Hawk: Ride and its bundled motion-sensitive skateboard peripheral, as sales of recent releases have not matched up to earlier titles.

Brand manager Natalie Giles told MCV: "Tony Hawk: Ride is set to reinvigorate the franchise as it introduces a new exciting skateboard peripheral to the market.

"It's a very social experience, which offers players the chance to recreate tricks like the pros with their friends and family."

The publisher is beginning its extensive marketing campaign with a four-week online advertisement aimed at boys aged 9-14. Online ads will be supported by an aggressive PR campaign ahead of the December 4 release.

From December 1, adverts showcasing the skateboard peripheral will run on TV for three weeks, and consumer events will allow audiences to try out the board until the middle of the month.

The London Freeze, Metro Ski and Snowboard shows will showcase the game, which will also be part of Activision's nationwide tour of shopping centres.