Food producer Ginsters has agreed a sponsorship deal with football computer game I AM PLAYR, which will see its logo appear as shirt sponsors of fictional football club River Park FC.
The sponsorship deal, brokered by Starcom Mediavest, is Ginsters first use of in-game advertising and will see the shirt integrated into the game’s storyline, developed by We R Interactive, where players take on the first hand role of a professional footballer.
An on-pack promotion from Ginsters will also offer consumers a discount code to join the game and collect in-game rewards.
Andy Valentine, head of brand marketing for Ginsters, said: “We believe this is a pioneering project, being developed by a highly talented team.
“Our involvement will allow users to engage with our brand in a groundbreaking and interactive fashion, driving brand awareness and positive word of mouth.”
Meanwhile, Arianne Riddell, commercial director of We R Interactive, added: “We are really pleased to have Ginsters sign up in time for our February launch. Their involvement in the game not only enriches the user experience, but also delivers added authenticity. It is a great example of how to integrate advertising in a seamless and unobtrusive fashion.”
Ginsters is the shirt sponsors of League One club, Plymouth Argyle FC.