5 August 2008

Microsoft subsidiary Massive, which specialises in video game advertising, has teamed up with Paramount Pictures and Ubisoft Entertainment to create a new dynamic in-game advertising promotion.

To promote the upcoming film Tropic Thunder, the companies have placed an interactive scavenger hunt in Ubisoft’s game Tom Clancy’s Rainbow Six: Vegas 2, which encourages gamers to interact with the dynamic in-game campaign, take action from the clues, and get rewarded at the final stage of the hunt.

“This innovative scavenger hunt enables us to reward our target audience and give them a direct call to action to see Tropic Thunder,” said Amy Powell, Paramount’s senior vice president of interactive marketing. “We’ve had a track record of success working with Massive since the business started. This is taking our in-game advertising campaigns to the next level by making them interactive and actionable. Gamers are motivated to seek out the next ad, which is an amazing way for us to build awareness and excitement for our new release.”

Gamers see a series of nine branded clues, each leading them to the next, until they successfully reach the end of the scavenger hunt. Everyone who completes the scavenger hunt will receive an invitation to join Ubisoft’s VIP club, the chance to download a free digital VIP map for Tom Clancy’s Rainbow Six: Vegas 2, and will be entered into two prize drawings.
“This is a new and highly innovative use of dynamic in-game advertising and really demonstrates the creativity and marketing power of this medium,” said Cory Van Arsdale, CEO of Massive.

The scavenger hunt began on 18 July and will run up to 25 August to increase awareness of the movie’s opening.