Advergame Marks Loews' 100th Anni

Gotham shop selling brand integration sponsorships

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%%STORYIMAGE_LEFT%% As it prepares to celebrate its 100th anniversary, Loews Cineplex theater chain has enlisted the services of Media Designs/Brand Games to create a brand integration opportunity leveraging the increasingly popular video-gaming platform.

The New York-based advergaming specialist will create a CD-ROM with a trivia game show that will be a cinema-themed celebration of Loews and the movies. Media Designs/Brand Games and Loews will also be offering "uncluttered and effective" sponsorship and brand integration opportunities for brand marketers…a title sponsor of the game show as well as 5 participating sponsors of multimedia content areas on the CD-ROM. The entire program will be hosted by a 3D animated emcee who introduces the game and multimedia content areas.

The promotion will run in 4Q this year as 5 million free CD-ROMs will be handed out at concession stands at participating Loews theaters.

%%PULLQUOTE_RIGHT%% "It's all about their heritage in the movie business and that is a big content driver," said Scott Randall, president of Media Designs/Brand Games. "The real objective for us is to approach this as a single sponsor project for Loews, not as a shovelware project for [brands] running around with free content that they're looking to place."

According to Jim Wexler, Media Designs/Brand Games' exec-VP of marketing, an unidentified ISP company is on board as a sponsor. He said that his team will focus on the automotive and electronics retail categories to secure the others. He's looking to have the full slate in place by March 1.

The program is supported by an in-theater media package that will be seen by 25 million guests, including slide media before every movie for 8 weeks, in-lobby branding, and counter cards.

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