Cabela's Videogame Brand Extension Goes Virtual

One of the more sensical and impressive brand extensions of the last year has been video game maker Activision's release of outdoor adventure titles under the marquee of American hunting and fishing outfitter Cabela's. The outdoor gear retailer turned out to be such a natural for a videogame brand extension that the pair followed up their Cabela's Dangerous Hunts 2011 video game with more titles for 2012.

Released in Oct. 2010, Cabela's Dangerous Hunts 2011 features a plot about hunting, well, dangerous animals on an African safari. As Cabela's is an outfitter of hunting and adventure gear, the title seemed perfectly characteristic and well positioned for the brand's existing fans. Six months later, Cabela's recognized Activision as one of its outstanding performance awards as a vendor that "directly influenced sales, inventory and customer service goals."

As a follow up to last year's success, Cabela's re-teamed with Activision to release two 2012 titles. The first, released in the summer, is Cabela's Big Game Hunter 2012.

Now, for the holiday gift-giving season comes Cabela's Survival: Shadows of Katmai. The game:

"You’re injured, isolated and stranded with no hope of rescue. Forced to scavenge for gear and hunt for food, you’ll confront some of the world’s most dangerous predators — and they’re just as hungry as you are. Do you have the courage and skills to be the last one standing? Travel through breathtaking mountains and thick, contiguous forests in search of shelter. Hunt for game, but be aware that you are being hunted as well. Battle the frigid elements, relying on primal instincts to find safety and make it out alive."

The games have also allowed Cabela's to expand into video gaming adventure "gear," such as specialized rifle controllers.

It is ideal fare for the Cabela's consumer, reinforcing the hunting brand's lifestyle and reinforcing the core brand values in a way that goes beyond the simple retail offering at the store. It is also a case study for developing a successful brand extension.