20 April 2007
Clothing Brands Challenging the Fronteir of In-Game Product Placement
Test Drive Unlimited is the new video game out for Atari, with a new twist in pervasive advertising techniques. From the usual in game placement of picking an actual car you now get to pick wheels (includes Lamborghini, Ferrari and Mercedes) and now their on-screen drivers’ wardrobe.
Companies like Ben Sherman have their clothing brand attiring the drivers realizing that many of the video game male consumers spend more time with their game console than watching TV. Ben Sherman joined a growing number of marketers who see video games as a promising new frontier in advertising.
