Brand Owner: Sony Computer Entertainment
Date: April to May 2007
Media Agency: MindShare
Media Owner: DSF
Media Channels: Media First, product placement, TV
Sony Computer Entertainment wanted to build awareness and buzz around its new PlayStation 3 racing game Motorstorm.
To engage its target audience of male motor-sports fanatics, it sponsored two popular motoring TV programs and used them for a never-seen-before creative concept, blurring the boundaries between program and advertising.
Branded inserts in the form of wing mirrors and rear-view mirrors appeared at contextually appropriate points during coverage of both international motor rally Gumball 3000 and general motoring program "Motorvision."
For example, while the "Motorvision" presenters were doing a test drive, the Motorstorm rear-view mirror would appear in place of the real mirror, featuring graphics and branding from the game. Similarly, in the Gumball 3000 race footage, the Motorstorm wing mirror appeared during certain shots of the race as if it were attached to a participant's car.
This artful placement guaranteed the attention of a viewing audience with a high affinity for motorsports with little wastage. The activity was backed up by promotional placements in popular gaming and motorsport magazines and websites, to establish recognition among the same target audience.
With a minimal investment, the TV program inserts generated millions of additional contacts. The whole campaign went on to play a decisive part in making Motorstorm one of the most popular PS3 games of 2007.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database.