Frucor launches ad campaign - inside videogames

Dedicated gamers need those energy-drink top ups for long sessions at the keyboard.

Drinks-maker Frucor is launching an ad campaign targeting New Zealand videogamers, putting a new drink on billboards into their virtual worlds.

The six-week long campaign for an energy drink called INK will feature in Microsoft games on Xbox 360 and PC.

The ads, potentially appearing as billboards, posters and sponsored replays, would appear in games "based on the attitude of an `absence of fear'," which expressed a core brand idea, Frucor energy drinks marketing manager Iaan Buchanan said.

Titles to run the geographically-specific adverts included Skate 2, Far Cry 2, Saints Row 2, as well as Need For Speed, Tony Hawk and NHL games.

"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," he said.

Appearing in the games in May to June, the adverts targeted 18-to-24-year-old males, regarded as an elusive marketing demographic.

Frucor would accompany their foray into gamespace with adverts in more the conventional media of television, movies and online.

The adverts would be updated though the gamer's broadband connection, using delivery technology developed by Microsoft company Massive Incorporated.

XBox New Zealand spokesman Tom Hunt said the adverts would let New Zealand players "feel more at home" while they played video games.

"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. "

- NZPA