Alfa Romeo to be I Am Playr's car of choice

Alfa Romeo has signed up to feature in social game 'I Am Playr' as a sponsor of the fictional football club River Park, in a deal brokered by Maxus.

Alfa Romeo: joins the cast of I Am Playr
Alfa Romeo: joins the cast of I Am Playr

The deal places the brand into the storyline of the game, which places players in the shoes of a footballer on the River Park team.

Once players have scored five goals against Danny Deans, River Park team captain, they will be rewarded with an Alfa Romeo MiTo car in the game.

Players can personalise their vehicle using an in-game replica of Alfa Romeo's online car configurator and be delivered first-person, rich media filmed content of the car's collection.

The brand will also feature on dynamic ad sites within the hoardings around the football stadia. Later in the year there will be an additional interactive element that allows users to edit in-game Alfa-related footage.

Claudio Annicchiarico, head of digital for Alfa Romeo UK, said the MiTo "is aimed at a particularly media savvy audience, so social media gaming is a great way for us to reach out to them".

Lee Dixon, the former Arsenal and England full back and pundit, is contributing storyline ideas for the game after investing in the company behind it, We R Interactive.

Dixon was one of more than 20 new investors who put a collective $5m (£3.1m) into the company earlier this month alongside existing investors, who include Abbott Mead Vickers founder Peter Mead and ITV's managing director of commercial and online Fru Hazlitt.

Other brands that feature in the game are Nike, Ginsters and Red Bull.

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

Maxus wins Media Agency of the Year 2014

Maxus wins Media Agency of the Year 2014

Congratulations to Maxus, five years old in 2014 and winner of Media Week's fiercely contested Agency of the Year last night.

Share
PHD wins Media Grand Prix 2014

PHD wins Media Grand Prix 2014

Omnicom's PHD has won the coveted Media Grand Prix 2014 after claiming no fewer than seven gold awards at the Media Week Awards last night.

Share
Guardian wins Sales Team of the Year 2014

Guardian wins Sales Team of the Year 2014

The Guardian has won Media Week's Sales Team of the Year in 2014 after a series of brave initiatives, new partnerships and strategic hires that have served to reinvigorate the news brand.

Share

Get news by email