The 'Get Closer' campaign, which kicks off next month, uses print and in-store advertising featuring real fans at the entertainment chain's in-store events.
The first ad, titled 'So Solid Crew', shows fans of videogame Metal Gear Solid 4 queuing to meet the game's designer, Hideo Kojima, in its Oxford Street store.
The push is part of an in-store marketing strategy with which the brand aims to emulate the success of bookstores and coffee-shops in becoming social hubs.
The strategy includes the opening of 'next-generation' stores offering free web access and download kiosks.
Rival entertainment retailer Zavvi is also planning to introduce in-store innovations, including games lounges and live music events branded 'Zavvi Live'.
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