Intel, McDonald's Get In the Game Ads
By Pamela Parker
In a development that brings together the trends toward "adver***" and
product placement, Intel (Quote, Company Info, News) and McDonald's (Quote,
Company Info, News) have signed on to have their products and brands
integrated into the debut version of Electronic Arts' The Sims Online.
Under the terms of the deals, which were described as being worth
multi-millions of dollars when combined, Intel-based computers and
McDonald's restaurants will have roles within the game play. The Sims
offline game -- on which the online version is based -- is an outgrowth of
the classic Sim City series originally released in the early '90s. It allows
gamers to build a simulated society, and was the best selling PC game of
both 2000 and 2001, according to Redwood City, Calif.-based Electronic Arts
(Quote, Company Info, News).
Now Electronic Arts is debuting an online version of the game, which will
allow thousands of players to collaborate in creating a virtual world. Of
course, no virtual world these days is complete without product placement, a
trend spurred by the fact that the young people that compose the ***
audience is traditionally a difficult one for marketers to reach.
"The demographics and culture of *** are driving the interest by
sponsors. Games are to young people what television was to previous
generations -- they provide a cultural touchstone that fills their free time
and provides points of reference for friendships," said Erick Hachenburg,
general manager of EA.com. "Matching Intel and McDonald's with The Sims
Online signals a watershed for in-game advertising. It marks the first time
players can interact with everyday brands and products in a virtual world.
Our sponsors recognize the value of interacting with consumers in this
environment."
Intel Pentium 4 processor-based computers will be built into the game in
such a way so that players can choose from a selection of low- to high-end
virtual computers for their Sim. When players increase their use of their
Pentium 4 virtual computers, they amass greater "logic" and "fun" points
than they would if they were using the lower end generic PCs. The virtual
computers will also play the five-note "Intel Inside" brand tone, and will
display the Intel brand on screen.
"We will be front-and-center with mass market consumers who purchase and use
PCs for entertainment purposes," said Ann Lewnes, vice president of the
Intel Inside program and co-marketing for Santa Clara, Calif.-based Intel.
"This is the closest you can get to touching your primary demographic --
every day."
Oak Brook, Ill.-based McDonald's, which is currently trying to revive its
brand through an overhaul of its menu and the remodeling of its brick and
mortar outlets, will allow Sims Online players to operate a McDonald's kiosk
and earn virtual money -- "Simoleons" -- for operating the virtual business.
When Sims eat at McDonalds, it will earn them credits in both the "hunger"
and "fun" categories.
"This is an emerging entertainment area for ***s and young ***s and will
continue to keep McDonald's at the forefront with this audience," said Peter
Sterling, vice president of marketing at McDonald's USA. "Partnering with
The Sims franchise of games gives us the ability to provide fun and
entertainment to our customers in an environment that allows them to
experience our brand in a virtual world. This is a great opportunity for
McDonald's to reach our customers away from our traditional brick and mortar
setting."
While the move toward virtual product placement is obviously driven in part
by the technological ability to create games in which characters can
meaningfully interact with brands, it's also driven by the growth in
technology that makes it more difficult for advertisers to reach consumers.
The advent of personal video recorders (PVRs) like TiVO and ReplayTV has
enabled people to easily skip commercials on television, and ad blocking
software is a perennial favorite on Internet download sites.
This Electronic Arts deal also builds upon advertiser interest in
"adver***" -- a phenomenon in which games are built primarily to market a
product. In the past few years, companies trying to appeal to younger people
have increasingly offered games on their Web sites, in the hopes that
people's interaction with a branded game will increase their regard for the
brand.
--
Donald Wilshe
888 588-9207
Martel Brothers Performance, Worlds Largest On-Line Auto Parts Mfg Catalog
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