In-Game Advertising Takes Its Next Step

In-game advertising has taken a step forward today, with the announcement that phone giant Nokia has teamed up with digital communications agency Hyper to produce an online advergame using real film footage.

Nokia is launching a unique online experience to promote the Nokia Multimedia Car Kit CK-20W. Digital communications agency Hyper spent three days with gaming agency Fuel filming streets on location in Paris to create a driving and navigation experience for Nokia’s target audience.

“The Passenger mixes video and gameplay in a way that we don’t think has happened before,” said Daniel Goodall, digital marketing manager for Enhancement Products.

“All the driving is real video, real streets and fully controlled by the user. The plot and driving experience of The Passenger will really engage our audience, giving them an opportunity to experience the product and immerse themselves in the real streets of Paris.”

The user, playing the leading role in a dramatic car sequence involving a seemingly illicit package drop off, is given a series of instructions and directions by a mysterious female passenger. Aided by the functionality of the CK-20W, the driver is tasked with navigating the streets of Paris to safely deliver the package and is either praised or cursed by the passenger depending on their performance.

“To create a truly innovative solution that fulfilled the strategic objectives, it was important that we had the freedom to work with the best implementation agency for the task, which in this case was Fuel,” said Lawrence Weber, project director at Hyper. “Our model allows us that freedom and Fuel have done a fantastic job with this very new technique.”

The game is accessed at www.the-passenger.com and will be promoted with 60-second film trailers, featured on the European Nokia homepage.

Nokia: www.nokia.com