In-game advertising hits Kiwi screens

Kiwi brands are about to grace some of the world’s most travelled cyber-territory as in-game advertising hits New Zealand this month, following highly-successful roll-outs internationally.

Frucor is using in-game billboards and posters in Xbox 360 and PC games to launch a new energy drink called INK targeted at young men.

The ads feature in 24 Xbox 360 and PC games and run for six weeks during May and June. They’re also appearing on TV, in cinemas and online.

The in-game advertising system enables Xbox 360 and PC gamers to see New Zealand-centric advertising for the first time in their console games.

This visualisation technology comes from Microsoft-owned Massive Incorporated which feeds the ads into each player’s gaming session through their existing broadband connection.

Xbox New Zealand’s Tom Hunt says: “Instead of flashing past an ad for some product that’s of no interest, gamers can now feel more at home with a local product such as INK. This could be in the form of a billboard in a car racing game or a sponsored replay in a sports game.”

Frucor’s Iaan Buchanan says this new medium enables the brand to reach the elusive 18-24yr old market.

“Teaming up ad content with the relevant audience and the right medium is critical. For Frucor and INK, the benefit is in selecting games that are relevant to the brand’s target market. For example, INK has chosen gaming titles based on the attitude ‘the absence of fear’ which enables us to place the product within highly relevant content that expresses that core brand idea.”

Massive Inc. Regional Sales Manager, Brian Neal adds that in-game advertising brings marketing to a whole new level. This technology also enables brand managers to ‘geo-target’ ads to regional or world-wide markets.

Massive Inc. campaigns have run in the US, the UK, Europe, Canada, Korea and Australia with automotive and entertainment brands prominent amongst advertisers.

Frucor’s media agency for the INK in-game advertising campaign is OMD New Zealand.

“We are delighted to be working with Massive Incorporated on executing a market first media innovation in New Zealand for Frucor,” says Chris Riley, Director of Digital – OMD New Zealand.

“Reaching the gaming audience has always proved challenging for advertisers – especially the core male 18-24 demo. The increasing popularity of gaming has eroded the time this key audience now spends with traditional channels. It’s a major breakthrough for OMD, to now be communicating with this important demographic whilst they are highly engaged and receptive to relevant brands and messaging.”

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About Xbox 360
The powerful Xbox 360 video game and entertainment experience delivers amazing games, the next generation of the premier Xbox LIVE online social network, and unique digital entertainment experiences that revolve around gamers. Xbox 360 now boasts a catalogue of over 500 high-definition games. More information can be found online at http://www.xbox.com/xbox360 .

About Massive Inc.
Massive Inc., a wholly owned subsidiary of Microsoft Corp., is the creator of a leading network for dynamic video game advertising. The Massive network offers advertisers the ability to engage an aggregated gaming audience in real time across multiple platforms. Over 300 blue-chip advertisers have run campaigns across the Massive network across the globe. Publishers in the Massive network generate revenue through dynamic in-game advertising, enabling them to fully realize the value of their content while preserving and enhancing the game experience. Massive’s technology allows for downloadable media and advertising content to be contextually integrated into the game environment, including image, audio, video and game object formats. More information can be found online at http://www.massiveincorporated.com .

About Microsoft
Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

About Frucor
At Frucor, it’s all about drinks! Energy drinks, fruit juices and fruit drinks, pure waters and sport waters, soft drinks, milk drinks… something suitable for every drinking occasion. So it’s not surprising that most of Frucor’s brands are household favourites in New Zealand and Australia.
Frucor is the market leader in energy drinks in both countries. We’re also the market leader in the juice category and the second largest non-alcoholic drinks company in New Zealand.