EA takes over VirginMedia.com for EA Sports Active 2

Computer games manufacturer Electronic Arts has taken over VirginMedia.com to promote the launch of EA Sports Active 2 for the Wii, Kinect for Xbox 360 and PlayStation 3.

EA Sports Active 2: Electronic Arts has taken over VirginMedia to promote the launch
EA Sports Active 2: Electronic Arts has taken over VirginMedia to promote the launch

The website takeover coincides with the release of the new version of the home interactive fitness game EA Sports Active 2 which has over 70 exercises and fitness activities.

The EA Sports Active 2 promotion, which was planned and bought by WPP media agency MediaCom, will appear on every page of Virginmedia.com and will include advertising on leaderboards, MPUs and margins.

Caroline Simpson, senior planner at MediaCom, said: "Hijacking the site with the highly impactful creative allows us to push the EA Sports Active 2 brand and create stand out to a highly relevant Virgin audience.

"There are not many similar opportunities like this one in the market and it is the perfect solution for this launch as it builds frequency for a large audience in a short period of time."

The hijack was brokered between Simpson and Luke Phebey, digital sales manager at Virgin Media’s sales house Ids. At the end of the year the highly rated Ids will close, following the departure of the UKTV and Virgin Media Television contracts.

In August Virgin Media indicated it was planning to retain a digital sales force in-house but it has yet to confirm what form this will take or whether any of the Ids staff will be employed in it.

EA Games is also currently running a takeover for Microsoft's newly expanded MSN Games portal to promote the new Need for Speed Hot Pursuit game in addition to activity on MSN's car, tech and gadget, and Him channels.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email