Sam Gets Branded Mobile Gadgets

Sam Gets Branded Mobile Gadgets

Love it or hate it, gaming is about to enter the mainstream. Pandora Tomorrow, the sequel to the very successful Splinter Cell stealth game, is continuing to blur the line that separates Hollywood from video games. The game's publisher, Ubisoft, and Sony Ericsson Mobile Communications announced an in-game product promotion for Tom Clancy's Splinter Cell Pandora Tomorrow, one of the most anticipated video games of 2004. The alliance puts the new P900 smart phone and the T637 camera phone in the hands of operative Sam Fisher, as he wages a one-man war against terrorism.

This deal reflects one of the most unique in-game product placements in the history of video games. Instead of being merely an advertisement within the game, the products are integrated throughout the entire experience and the player cannot move forward without using both the P900 and the T637 camera phone to complete his missions. Sam Fisher must use an image captured by the T637 to help the NSA identify the leader of a terrorist group, which has taken over a cryogenics lab in Paris in a race against time. The P900 is also used frequently throughout the game to change weapons and communicate with superiors. The seamless integration of the products into the plot makes this deal the perfect way to subtly reach consumers in the male 18-34 demographic.

Sony Ericsson will support promotions and marketing events for Tom Clancy's Splinter Cell Pandora Tomorrow through a national online photo contest, the world premiere event, a consumer email campaign, the availability of downloadable demos of the game on the Sony Ericsson Mobile Communications website and a promotional program making mobile phone and the PC game bundles available to consumers.

According to Jill Steinberg, Ubisoft's director of Media and Promotions, More and more brands are beginning to realize that TV viewership is down and that reaching the male 18-34 demographic from all fronts can be achieved by teaming up with a video game publisher. We are pleased to have Sony Ericsson join our group of A-list partners for this unique opportunity.

Last month, Tom Clancy's Splinter Cell Pandora Tomorrow, was featured at a special event coinciding with the 2004 Sundance Film Festival. Courtesy of Ubisoft and Xbox Live, Pandora Tomorrow's appearance at Sundance marked the first time a video game has debuted in or around a film festival. The game will make its big-screen debut in a first-ever coast-to-coast video game tournament that will connect participants playing the game in New York and Los Angeles. The world premiere event, titled : Spies vs. Mercenaries will take place on March 15, at the Loews Cinemas movie theaters as hundreds of fans watch gamers battle it out in the Spies vs. Mercenaries online tournament.