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Advertising Age, May 14, 2009 — Not content with the success of its stadium signage integrations in the past three years in such popular video games as "NBA Ballers," "NBA 2K" and "NBA Live," Gatorade upped the ante: It made the product part of the on-court action.
Los Angeles Times, June 2, 2008 — Can two alien cultures coexist in one writers room? Sci Fi is entering a brave new world by teaming television writers with video-game designers to create a franchise that is both a television series and a massive multiplayer game on the Internet — more than that, the fans who play the game will actually help shape the show's story arc with their virtual exploits.
"This is the Holy Grail for us, without a doubt," said Dave Howe, president of the Sci Fi Channel, which has teamed with Trion World Network, an on-the-rise gaming company based in Redwood City, Calif. "This is groundbreaking, and I don't say that lightly."
New York Times, April 1, 2008 — NOT known for its dark marketing, McDonald’s is more a try-our-new-salad, get-your-Shrek-action-figure, look-at-our-dollar-menu sort of place.
For that reason, gamers were surprised to learn that McDonald’s was the sponsor of an enigmatic Olympic-themed online game called The Lost Ring, introduced last month. Nothing about the game was branded McDonald’s, and the game’s Web sites — mysterious and hip, like “Lost” mixed with “The Blair Witch Project”— were a far cry from the golden arches.
“The Olympics in Beijing are a very big event for us, and we have a lot of different types of activation, with The Lost Ring being the most creative,” said Mary Dillon, McDonald’s global chief marketing officer. “Our goal is really about... continue reading
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