Church’s Chicken to promote video game

Atlanta-based Church’s Chicken announced Monday a promotional partnership tied to the upcoming release of the Afro Samurai video game by Surge, a label owned by Namco Bandai Games America.

The Afro Samurai video game is based on a Japanese anime series that features Samuel L. Jackson as the voice of the main character. The game is scheduled for release Tuesday in North America.

Church’s will promote the game in national TV and radio advertising and in-store merchandising. It also will launch a sweepstakes with cash, game and console giveaways.

The Afro Samurai tie-in is aimed at reaching the urban youth market through non-traditional media, Church’s Executive Vice President and Chief Marketing Officer Farnaz Wallace said in a press release.

Last year, a Church’s promotion tied to the Soulcaliber IV video game garnered 17,300 on-line sweepstakes entries and almost 20 percent of those entries requested to receive coupons and promotional information from Church’s, the company said.