Newsflash: Volvo S40 on TV, on Xbox

Prime time programming is constantly fighting to win “eyeballs.” In a recent study published by CNN, it was discovered that many gamers choose to play during prime-time television hours. That doesn’t necessarily mean that broadcast entertainment is hurting for viewers, but it does mean that a large portion of the television viewing public also plays video games for recreation. Cross-platform marketing—the practice of advertising across multiple venues—isn’t new, but it seems to be catching on in the gaming world.

Fans of extreme auto racing may have noticed the new Volvo S40 ad in heavy rotation. The 30-second spot features in-game RalliSport Challenge 2 footage of the sexy red sedan barreling through off-road courses and kicking up dirt in its wake. Set to a charged musical soundtrack, the camera tracks the vehicle through a variety of high-speed stunts, all leading up to an exciting finale as the driver rolls down a hill in a fantastic crash. A second later, he exits the vehicle—both car and driver in pristine shape. After all, it’s built like a Volvo.

So, who decides what belongs in a video game? Is it just a matter of dollars and cents? Or, is there some method to this madness? Recently, Gamespot featured an interview with Christian Phillips from Microsoft® Game Studios in an article about cross-platform marketing. Taking two strong presences (in this case, Microsoft’sRalliSport Challenge franchise and automobile manufacturer Volvo) and bringing them together in a new medium is delicate work, and it takes time. This current deal was two years in the making.

Taking the Volvo S40 for a test drive.

As Phillips commented, “This deal started with an introduction by MSN® sales account execs that owned the Volvo account. Their client was interested in video games, and they brought the two of us together at a conference held here at Microsoft. From there, we stayed in touch and began discussing ways that we could work together outside of the traditional licensing model.”

The end result has to satisfy three parties—each respective client and, most importantly, the gamer. If the inclusion of a licensed property does not enhance the player’s experience, it’s a wasted effort. In the case of RalliSport Challenge 2, it was a natural fit on multiple levels. For starters, the S40 is an acclaimed sports car. In the world of rally racing, using a proven car brand that stands for quality and performance makes sense. Likewise, race fans tend to gravitate to vehicles that they may be familiar with and ones that they have a desire to learn more about.

This commercial is not the last time couch potatoes will be seeing the S40 or RalliSport Challenge 2. Both will be making an appearance in the Virgin College Game Tour. Attendees will get a chance to see both the game and the car up close and personal when the tour hits their town from now through the end of May.

To check out the high-octane Volvo S40 commercial featuring in-gameRalliSport Challenge 2 footage, visit http://www.allnews40.com/commercials. It should just barely keep rabid fans content until the release of the game this May. Try your best not to drool.

By Jim W. Gettys