Ben Sherman takes pole position with in-game advertising

Hive Partners, the strategic communications arm of leading in-game advertising specialist IGA Worldwide, Inc. has been engaged by Ben Sherman to develop an in-game strategy for the UK fashion brand.

In an exclusive global deal for the forthcoming release of long-standing driving franchise ‘Test Drive Unlimited’ (TDU), published by Atari on Xbox 360 and PC, Hive Partners has developed a unique through-the-line solution for Ben Sherman.

Via a fully interactive Ben Sherman store, budding racers are able to kit themselves out with a range of Ben Sherman clothing and accessories before racing in top vehicle marques including models from Lamborghini, Ferrari and Mercedes Benz. Players entering the store can even try on the garments and select their ‘look’ before purchasing their goods.

In addition, whilst driving or biking around Hawaii where the game is set, drivers will see billboard ads for Ben Sherman featuring the well-known ‘target’ logo, as well as the latest collection range. Owners of the PC version of the game will also receive dynamic updates of new billboard content to reflect Ben Sherman’s real-world activity, via IGA Worldwide’s proprietary Radial in-game ad serving network.

Hive was selected for its unique and proven approach to the exciting and rapidly developing in-game advertising medium, delivering a comprehensive integrated solution encompassing both static placement and dynamic in-game advertising activity.

In conjunction with its in-game presence, Ben Sherman is planning an extensive promotional push. This will include game pods featuring the TDU demo and a competition mechanic, as well as a number of other marketing initiatives.

“Our target demographic maps perfectly onto that of gaming so it’s only natural that we include games in our media strategy: we’re talking to customers on their own turf,” said Suzanne Egleton, head of marketing at Ben Sherman. “Games such as Test Drive Unlimited facilitate a virtual fantasy lifestyle and we want to be part of that dream. As an aspirational lifestyle game, Test Drive Unlimited is the obvious platform for enabling our target audience to get a feel for our brand in an appropriate context.”

“With traditional advertising effectiveness being questioned in an ever-fragmenting, diversifying media environment, an increasing number of forward thinking advertisers such as Ben Sherman are looking for more engaging means of connecting with their audiences,” said Julian Ireland, European communications director at Hive Partners. “This path leads naturally to the gaming world, a uniquely interactive and immersive, yet mostly untapped space, that offers brands and advertisers an opportunity to connect with their audiences with a degree of contextual relevance that is exclusive to the medium. Through our extensive reporting and research abilities, we can actually prove not just exposure to in-game advertising or placements, but also usage too.

This has a huge bearing on establishing this medium as not just a highly creative and emotive opportunity, but a trusted one too that delivers tangible ROI.”

Richard Orr, marketing director at Atari added: “Gamers want to see appropriate advertising in games while brand guardians expect a highly polished and relevant strategic approach. Ben Sherman’s campaign in Test Drive Unlimited is a great example of what can be achieved when games are incorporated into the media schedule. But this is only the tip of the iceberg - we’re looking forward to working with more forward-thinking brands such as Ben Sherman to capitalise on the untapped potential the gaming sector represents.”

(550 words)

NOTES TO EDITORS

About Ben Sherman
Ben Sherman started making shirts from a small factory in Brighton in 1963, now a complete product offering including womenswear, footwear, kids & youth and accessories. Recently acquired by US based Oxford Industries, producers and marketers of branded and private label apparel for men, women and children. Ben Sherman is a truly International business and is sold in over 30 countries worldwide.

About IGA Worldwide, Inc. (www.igaworldwide.com)
IGA Worldwide, Inc. is the global leader in unique 360-degree in-game advertising solutions, helping brands to understand and exploit the rich and diverse opportunities available now and in the future. Its proprietary ad serving network, Radial, enables advertisers to target millions of engaged consumers across a wide range of platforms and genres whilst they play. It also provides strategic consulting services including integrated product placement and co-promotion through its wholly-owned communications consultancy, Hive Partners. Headquartered in New York with offices in London and Berlin, the group is backed by Easton Capital Group, Morgenthaler Ventures and DN Capital.

For further press information please contact:

Helen Cleaves or Drew Benvie at LEWIS
Tel: +44 (0) 20 7802 2626
Fax: +44 (0) 20 7802 2627
Email: helenc/drewb@lewispr.com
Website:www.lewispr.com

For sales enquiries, please contact:

Julian Ireland
Tel: +44 (0) 20 7725 4994
Email: julian.ireland@ingameadvertising.com
Website: www.igaworldwide.com

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