The L.A.-based creative powerhouse for worldwide brands such as Nike, Discovery Channel, Xbox 360 and Quiksilver, today announced the launch of a 360 degree integrated marketing effort for the newest video game from 2K Sports, NBA® 2K10 (http://2ksports.com/games/nba2k10). Starring 2009 NBA Finals MVP, Kobe Bryant, the “How Will You Take Over?” themed campaign includes TV spots, print, outdoor and online ads, content films and a Facebook application.
In this campaign, 72andSunny, in collaboration with Zambezi, challenges NBA fans with the line, “How Will You Take Over?”, and reflects the agency’s philosophy that when targeting a youth audience, it is far more effective to provoke than sell. Says agency partner and creative director Glenn Cole, “The NBA is a culture of challenges, and as the game that gets fans closest to NBA culture, we chose to speak to the imagined NBA player in all of us. Given the authenticity of the game, and the value the audience puts on authenticity, it was a clear choice.”
The NBA 2K10 TV spots feature a new level of state-of-the-art motion capture CGI (working w/ PSYOP), and an evocative, pulse-pounding soundtrack. Print ads are running in XXL, ESPN the Magazine, Dime, Slam, Bounce and Complex. Outdoor and street posters are appearing in Los Angeles, New York and San Francisco, with spectaculars in high traffic areas. The online campaign is poised to earn reach with the core audience with three content films that feature Bryant, 2009 NBA Rookie of the Year – Derrick Rose of the Chicago Bulls, and G4 host Chris Hartwick doing something all gamers are familiar with: talking a lot of smack.
“72andSunny and Zambezi helped us effectively utilize Kobe’s star talents across every media platform for NBA 2K10,” added Jason Argent, Vice President of Marketing, 2K Sports. “They really ensured that our investment will pay off by creating content that we know our audience is going to want to see and share.”
Virtual test drive with Audi’s e-tron electric concept car
- Audi driving game on PlayStation®Home starting in December
- Audi’s brand presence in a virtual world
- Audi tv available now through PlayStation Home
Audi fans will be able to drive the e-tron concept car through PlayStation Home starting in late 2009. Audi is the first carmaker to develop its own virtual area there, known as the Audi Space. The Audi e-tron, a high-performance sports car with a purely electric engine, was introduced at the International Motor Show (IAA). Starting in December, it will be available in the Vertical Run driving game within the Audi Space.
Racing enthusiasts will soon be able to view the Audi drive concept of the future in PlayStation Home, a 3D social gaming service for the PlayStation 3 community. Four motors – one per wheel – power the e-tron when it drives along the three-dimensional racetrack in Vertical Run. The game will be available exclusively in the new Audi Space within PlayStation Home.
“Most young people gain their first driving experience from video games,” explains Kai Mensing, who is responsible for video games and virtual worlds in Online Marketing at Audi. “With the Audi Space, we can bring this target group into contact with our brand in a highly emotion-packed and interactive environment, and demonstrate our ‘Vorsprung durch Technik’ with the virtual e-tron race.”
The goal of Vertical Run is to beat the competition in a multiplayer challenge by collecting enough electrical energy and avoiding driving errors in the e-tron, in order to reach the highest possible speed. While all PlayStation Home users will be able to access Audi Space – with its centrally placed tower reminiscent of major cities like Shanghai and Chicago – the Audi apartments located above the city will only be available to the best drivers.
“It was important to us to create an environment with Audi Space that differed from a classic showroom at an Audi dealership,” Mensing said. “To achieve that, we got together with the architects at Allmann Sattler Wappner and developed an interactive concept where the focus is on selected Audi models, making it possible to experience the brand in a selective, interactive way.”
Users don’t have to wait until the Vertical Run driving game goes online in Audi Space to find Audi content. Audi tv reports are already available in the cinema within PlayStation Home. In 2010, additional Audi content will be added to Audi Space. The U.K. software developer VEEMEE LLP is responsible for implementation of the virtual experience. To access Audi Space as of December, PlayStation®3 players can download PlayStation Home onto their consoles for free. . More information on PlayStation Home can be found at www.playstation.com.
The new Mercedes-Benz SLS AMG, the highlight of the 2009 International Motor Show (IAA) in Frankfurt/Main, will soon be delighting video game fans the world over. The gullwing model is being featured in the latest version of the PlayStation®3 (PS3TM) game Gran Turismo®5, in which it is expected to excite gamers with its breathtaking performance.
The most exciting car for the most exciting game. In the new Gran Turismo®5 video game, exclusively for PlayStation®3, gaming fans and car enthusiasts alike will be able to enjoy an intense and interactive driving experience at the wheel of the new Mercedes-Benz SLS AMG in full HD quality thanks to an extremely realistic rendering. Drivers of the SLS AMG can look forward to taking part in thrilling high speed races on a variety of different race tracks, including the legendary Nürburgring Nordschleife, while competing against other vehicles from the super sports car segment.
For an emotionally appealing and realistic reproduction of the vehicle from different camera angles, the game designers and engineers from Polyphony Digital Inc. have digitised the new gullwing model using elaborate video scans. But it is not just the visual aspects of the game which are a delight: the in-game performance virtually matches the real performance of the SLS AMG on the race track.
will be a fantastic experience,” explains Yamauchi, who is in addition both Senior Vice President of Sony Computer Entertainment Inc. and President of Polyphony Digital Inc.
Gran Turismo®5
Developed by Polyphony Digital Inc. exclusively for the PlayStation® family of products, the Gran Turismo® series is not only one of the world’s best-selling video games, having clocked up sales of more than 52 million copies, but thanks to its impressive true-to-life detail and realistic vehicle handling it also represents the absolute benchmark among fans. Gran Turismo® , the series’ next iteration, is currently in development exclusively for PS3TM and latest information on Gran Turismo was unveiled at the Tokyo Game Show (24 – 27 September 2009).
SLS AMG with exceptional technology package
The new Mercedes-Benz SLS AMG is truly exciting with its unique technology package: aluminium spaceframe bodywork with gullwing doors, AMG 6.3-litre V8 front centre engine with a maximum power of 420 kW/571 hp, 650 Nm of torque and dry sump lubrication, 7-speed double clutch transmission in a transaxle configuration, sports suspension with aluminium double wishbone axles and a kerb weight of 1620 kilograms according to the DIN standard – this combination guarantees the very highest level of driving dynamics. The ideal weight distribution of 47 to 53 percent between the front and rear axles and the low centre of gravity accentuate the distinctive sports car design. The gullwing accelerates to 100 km/h in 3.8 seconds, and has a maximum speed, which is electronically limited, of 317 km/h. Its fuel consumption of 13.2 litres per 100 kilometres (combined) ranks it top among the competition (all values are preliminary).
