NEW YORK To jump-start sales for a new video game created for The Bourne Supremacy, Horizon Media decided to take product integration to a new level when it introduced the game on Jimmy Kimmel Live! last Friday night.
The media agency doubled up on integration, inserting Guillermo, the security guard who often stars in comedic skits on the show, into the video game.
According to Horizon, this marks a first for the industry in placing a television character into a video game to launch its marketing program around a new product.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in