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Following the phenomenal success of its F1 2010™ campaign, Codemasters® has once again appointed leading integrated marketing agency Feref, to deliver its new advertising campaign for the release of F1 2011™.

The agency retained the account following a multi-agency pitch to deliver the advertising strategy and creative spanning TV, Print and Digital. F1 2011 is the sequel to the 2010 video game based on the same series, and promises a totally authentic race experience akin to the actual F1 2011 season.

Last year, F1 2010™ went straight in at number one in UK, France, Italy, Spain, Benelux and Germany, making it the most successful game release in Codemasters’ history. Codemasters expect even greater sales success for F1 2011.

Codemasters has challenged Feref to help the business to significantly grow repeat purchase through all channels and to target new customers through social media and promotions.

Paul Waters, Global...

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