Vivendi Goes Viral for Mobile Game

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LOS ANGELES Vivendi Games Mobile is for the first time using a viral strategy to promote one of its games, according to Maria Pacheco, vice president of marketing.

The effort from independent Omelet, Los Angeles, for The Incredible Machine game is aimed at older women, Pacheco said, who tend to enjoy building the puzzle game’s “Rube Goldberg”-type contraptions on their mobile devices.

The plan for promoting downloads of the game starts with an Omelet-produced and seeded viral teaser video starring a live-action ’70s-TV-style action heroine, Farah McDaring, against a backdrop using game graphics, said Ryan Stoner, senior planner at the agency.



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