UIP Breaks New Ground In Game Advertising
Digital consultancy, Hyper Happen, has announced a ground-breaking deal in computer game advertising, bringing several United International Pictures brands to live games in 11 markets around the world.
The six-figure advertising push will see UIP work with the Massive Network to promote three films through in-game exposure across Europe, Brazil and Australia. The game activity will run in the popular Anarchy Online, targeting 16-34 year old males.
The deal marks the first time a film distributor has used gaming media as a core part of its international marketing activity.
UIP will screen 10″ and 15″ advertising trailers, as well as static billboards, which can be remotely updated to heighten impact up to the film release dates. The ads are dynamically delivered whenever the gamer is online and playing the game.
The three films all feature science fiction elements, targeting young males with fantasy and space age content. The trailers will promote UIP’s new films Doom, itself based upon a popular computer game; Aeon Flux, starring Charlize Theron; and Serenity, from Joss Whedon, creator of Buffy the Vampire Slayer.
Neil Wirasinha, international media director at UIP explained the targeting of the new ads, stating: “The sci-fi audience is a highly dynamic group pushing the boundaries of technology, and this exciting new medium is ideal for reaching this segment of our target audience for these three titles. The sci-fi fantasy environment of the game complements the content of these specific releases and presents an ideal forum for showcasing video content.”
Ruth Barton, strategist at Hyper Happen, added: “In-game advertising has traditionally been too inflexible for most companies, but Massive’s dynamic serving and integrated ad spots means that UIP can deliver a global, multi-film campaign with the same tracking and analysis as other digital channels. And this is one medium where advertising is welcomed, as the UIP content adds to realism of the virtual experience.”
UIP’s first in-game ads will be screened from 7 September.
UIP: 020 7843 8000 www.uip.co.uk