Microsoft Advertising offers new ad format to reach 2.4 million Hong Kong gamers where they play
McDonald’s is the first advertiser in Hong Kong using the Microsoft new in-game advertising platform to reach out 2.4 million* gamers in Hong Kong. The campaign is used to promote its delivery service on five leading video game including roll PES 2009, The Need for Speed, Undercover, Rainbow Six: Las Vegas 2, NBA Live 2009 and Burnout: Paradise
Leslie Chu, Country Manager, MSN Hong Kong explains, “There is a growing opportunity for in-game advertising because it is the only platform where people are completely immersed in one activity. When gamers play a game, they tend to only play the game. We don’t see trends that indicate they do much multi-tasking which would split their attention away from the game.” The new ad format is provided by Massive Inc., a wholly owned subsidiary of Microsoft and the creator of dynamic video game advertising. The Massive network offers advertisers the ability to engage an aggregated gaming audience in real time across multiple platforms.
Anisa Tio, assistant marketing director, McDonald’s, welcomed the in-game ad format “we are pleased to be the first Hong Kong advertiser for the Microsoft in-game network. Not only does the new platform give McDonald’s a unique environment to promote our services, but we can be assured that our marketing spend communicates directly to our customers where they play. This campaign will directly impact our McDelivery service. At McDonald’s, we seek new and innovative ads by being where our customers play. We are confident our McDelivery service will benefit.”
See the McDonald’s in-game campaign below:
