Ginsters signs first in-game sponsorship

Ginsters, the Cornwall-based food producer, is moving into in-game advertising with a sponsorship deal within a football game called "I am playr".

Ginsters: kicks off football campaign
Ginsters: kicks off football campaign

Ginsters, famous for its pies and Cornish pasties, will be a shirt sponsor of fictional club River Park, which will be integrated into the storyline of the game.

'I am playr', which claims to be the first-ever point of view (POV) computer football game, puts players in the boots of a professional player at River Park, where the user makes all their training and lifestyle decisions.

It is the creation of We R Interactive, a company that was set up to create social games for new technology such as smartphones. It hopes to mirror the success of companies such as Zynga, which created global hits such as Farmville.

Former Manchester United and England star Teddy Sheringham is one of a number of stars lined up for cameo roles in the game.

As part of the deal, Ginsters will also run on-pack promotions providing consumers with a discount code to join the game and collect rewards.

Andy Valentine, Ginsters head of brand marketing, said: "Our involvement will allow users to engage with our brand in a groundbreaking and interactive fashion, driving brand awareness and positive word of mouth."

We R Interactive' backers include Eric Fellner, co-chairman of Working Title Films, whose hits include 'Four Weddings and a Funeral', Fru Hazlitt, managing director of commercial and online at ITV, and Peter Mead, the 1979 founder of Abbot Mead Vickers.

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

Omnicom dispute to drive down Channel 5 prices in H2

Omnicom dispute to drive down Channel 5 prices in H2

Omnicom's trading dispute with Channel 5 is expected to drive down the broadcaster's prices by an estimated six per cent year on year, according to an internal Channel 5 document seen by Campaign.

Share
Aga targets city homes with cooker campaign

Aga targets city homes with cooker campaign

Aga, the British cooker brand indelibly linked with the upper-middle classes and their country homes, has released a campaign for its city oven.

Share
David Abraham MacTaggart lecture: full text

David Abraham MacTaggart lecture: full text

Read the full text of David Abraham's speech, called 'After The Gold Rush: Sustaining creative risk in UK television for the next generation', given at the Edinburgh International Television Festival.

Share

Get news by email