JOGO Media starts engines with BMW
October 09, 2007
JOGO Media starts engines with BMW

Oct 09, 2007 -- /prbuzz/ --At this year’s International Motor Show (IAA), BMW surprised the public with an innovative marketing strategy: With the freeware PC racing game, “BMW M3 Challenge” from the German development company 10TACLE STUDIOS, car fans can already test BMW’s new M3 sports car and go for a virtual spin on the Nuerburgring. JOGO Media supports the project with a marketing concept, distribution scheme and well-known sponsors.

Düsseldorf/New York, NY, 4th October 2007: Just in time for the international Motor Show IAA in Frankfurt, Germany, BMW, together with developer 10TACLE STUDIOS, released the PC racing game “BMW M3 Challenge”, which allows both motor sports fans and gamers to get to know the new BMW M3 Coupé. The game can be downloaded from www.m3-challenge.com for free and is also included on the cover of several print magazines. As part of the branding strategy, free online play was introduced allowing gamers world-wide to take part in racing competitions. The best of 8000 drivers will be determined in more than 100 shoot-out races and rewarded with attractive prizes.

“BMW M3 Challenge” was developed by the German development company 10TACLE STUDIOS AG, in cooperation with the racing game specialists from Blimey!Games. The game capitalized on existing technology originally developed for the realistic racing simulation “GT Legends”. This strategy greatly reduced the development effort typically required when developing a fully branded game. Additionally, related brands were introduced to the game to further enhanced game play and make it possible to distribute the game at no cost to the worldwide community.

For “BMW M3 Challenge” BMW closely cooperates with 10TACLE STUDIOS and In-Game Advertising Agency JOGO Media. Through the engagement, JOGO Media provided the marketing concepts, in game advertising sales as well as strategies for game distribution. Beyond the BMW branding experience, JOGO was able to determine effective in-game ad placements for premium brands such as Intel, Castrol, Bilstein and Sport 1. JOGO also secured distribution partnerships in the e-sports sector in order to ensure the efficiency of marketing activities. As a result, “BMW M3 Challenge” is being sponsored at the Intel Friday Night Games Tour and at the Intel Racing Tour. Additionally, JOGO was also able to partner with the Electronic Sports League (ESL), one of the best-known computer games leagues in Europe. .

“The cooperation with BMW and 10TACLE STUDIOS in the “BMW M3 Challenge” project has been an important milestone for JOGO Media in realizing new marketing and distribution strategies. Considering the enthusiastic response from users and the media, we think the unconventional marketing concept has proved to be a success”, comments Hendrik Volp, Business Development Manager at JOGO Media.

Andreas Schwarzmeier, Licence Manager Central Marketing at BMW AG: “With “BMW M3 Challenge”, BMW has once again positioned itself as an innovative brand considering new technologies as a natural part of its marketing mix. 10TACLE STUDIOS and JOGO Media are both companies with extraordinary know-how in utilizing computer games as a widely appealing advertising platform.”

All parties were pleased with the additional viral nature of the game. “We are attributing additional success of the game to volume from viral channels “states Frank Holz, Marketing Director for 10TACLE STUDIOS. “Within 2 weeks Google had already noted over 1.4M links related to the game”.

Later in the year, JOGO Media will be looking to provide the community with more information on the success of the title.



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