UM London has brokered an innovative new ad deal with Future Publishing, giving Future’s gaming magazine subscribers a real media treat in the form of personalised, McLaren F1-themed game inlays for the hotly-anticipated Xbox-exclusive title, Forza Motorsport 4.
To coincide with the launch of Forza Motorsport 4 on October 14th, subscribers of Xbox 360: The Official Magazine, Xbox World, Edge and GamesMaster will each receive a unique ‘number plated’ game inlay as part of the magazines’ October issues. Upon purchase of a copy of Forza Motorsport 4, the inlay can be inserted into the game’s casing to form a personalised cover.
Given that the in-game experience of driving some of the world’s most expensive and exotic cars is arguably the closest most of us will ever get to the ‘real thing’, by placing their names onto the car number plate on the game’s front cover, the Forza 4 subscriber inlays take desirability for supercar ownership to new levels whilst also providing a targeted call to action for all UK Forza fans.
Alex Hall, Product Marketing Manager for Xbox 360, said:
‘With these inlays, we will really drive talkability and desire to purchase at launch. I think this is a great way to reward fans of the franchise for their support. It also incentivises a wider gaming audience to go out and purchase a copy of the game themselves. ‘
Rory Behrman, Ideation Director at UM London, adds:
“We know the Xbox audience craves uniquely ownable content that can help them stand out from those less ‘in the know’. With the compelling content that we have created with Future, UM has been able to deliver another great innovative solution for the Xbox brand.”
Simon Maxwell, Group Publisher of Future’s Games portfolio, says:
“We love working with UM London and Xbox as they constantly challenge us to come up with the most imaginative, engaging and exciting solutions for their clients.
“There is a real collaborative approach between the creative and planning teams at Future – an approach that has enabled us to create truly unique executions which ensure their clients’ campaigns stand out from the crowd.”
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Contact
For more information please contact alice.moran@umww.com
About UM London
UM London is a media communications agency located in Clerkenwell, the creative heart of London. We have a unique Curiosity brand positioning and a challenger mentality that delivers surprising results for clients across their businesses. We represent many UK & world-leading marketers including Microsoft, MasterCard, Dairy Crest, H&M, Burberry, Bacardi-Martini & Brown-Forman and have UK media billings in excess of £250m. As part of the Interpublic Group of Companies (IPG), UM has 151 offices in 130 countries and employs 3,600 creative thinkers and doers. It has recently won Agency of the Year at The Blades Awards 2011.
www.umww.co.uk
About Xbox 360
Xbox 360 is a premier home entertainment and video game system. With the addition of Kinect, Xbox 360 forever transforms social gaming and entertainment with a whole new way to play — no controller required. Xbox 360 is also home to the best and broadest games as well as the largest on-demand library of music, standard- and high-definition movies, TV shows and digital games, all in one place. The entertainment centre of the living room, Xbox 360 blends unbeatable content with the leading social network of 30 million Xbox LIVE members to create a limitless entertainment experience that can be shared at home or across the globe. More information about Xbox 360 can be found online at http://www.xbox.com
