Parks Associates Blog

Tuesday, October 14, 2008

I'm Barack Obama and I Approve This Message

EA's Burnout Paradise game now features dynamic in-game advertising from Barack Obama's campaign. As you race through Paradise city, you see billboards showing "Early Voting Has Begun, Voteforchange.com" with Obama's picture. Since it's only available through the Xbox 360 platform, it's on Massive's ad network. Obviously the objective is to encourage the 18-34 male demographics to vote early and vote democratic.

I guess if you have a presidential candidate running ads in a new medium, it must mean it's legit. Of course, without dynamic in-game advertising technologies, it won't be possible. Burnout was released in January and to do static insertion, the ads will have to be coded into the game in advance. At that time, Obama was still an underdog compared to Hillary.

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