By Devlin Barrett
WASHINGTON (AP) --Too busy playing video games to watch presidential ads on television? Barack Obama has found you, too, by becoming the first presidential candidate to buy ad space inside a game.
Eighteen video games, including the extremely popular “Guitar Hero” and “Madden 09,” will feature in-game ads from the Obama campaign in the final weeks before the election. The ads – appearing on billboards and other signage – remind players that early voting has begun and plug a campaign Web site that encourages people to register for early voting.
Obama campaign officials said the video game ads target 10 states that allow early voting, including several battleground states: Ohio, Iowa, Indiana, Montana, Wisconsin, North Carolina, Nevada, New Mexico, Florida, and Colorado.
“These ads will help us expand the reach of VoteforChange.com, so that more people can use this easy tool to find their early vote location and make sure their voice is heard, ” said Obama spokesman Nick Shapiro. The campaign did not say how much it cost to launch the ad blitz on gamers.
The idea of embedding advertising temporarily inside a video game is relatively new, having only begun about 18 months ago, and Obama is the first presidential candidate to buy space, according to Holly Rockwood, a spokeswoman for Electronic Arts, Inc., whose company is featuring the Obama ads in nine of its games.
The Democrat’s ads are aimed primarily at game players who like sports, including NASCAR, the NBA, the NHL and skateboarding, meaning EA Sports’ motto, “It’s in the game,” now applies to presidential politics as well.
Rockwood would not say how much the ads cost, but she said they are running on the Xbox Live versions of the game through Nov. 3. They began earlier this month.
The timing of the Obama ads within the video game varies from state to state. Players in smaller states may see the Obama ads for almost an entire month, wh ile users in bigger states may see them for a shorter period.
“It reaches an audience that is typically hard to reach – young males, roughly 18 to 34,” said Rockwood. “That’s very appealing to our advertisers.”
Rockwood declined to say how much revenue the company generates from selling ad space in its games. The company has struck past ad deals with Ford Motor Co. and Puma.
For those who still associate video games with clunky “Pac-Man” or “Space Invaders” consoles, here’s how in-game advertising works: The Xbox 360 console connects to the Internet, so it can be updated with new features, including ads. In the case of “Burnout: Paradise,” the game came out in stores in January, but the Obama ads were only inserted this month.
Oscar and Emmy-Winning Composer Kris Bowers Joins Barking Owl For Advertising, Branded Content
Music, audio post and sonic branding house Barking Owl has taken on exclusive representation of Oscar and Emmy-winning composer Kris Bowers for advertising and branded content.
Bowers’ recent film scores include The Wild Robot and Bob Marley: One Love, alongside acclaimed past works such as The Color Purple (2023), King Richard and Green Book. His contributions to television are equally impressive, with scores for hit series like Bridgerton, When They See Us, Dear White People, and his Daytime Emmy Award-winning score for The Snowy Day.
In addition to his work as a composer, Bowers is a visionary director. He recently took home the Academy Award for Best Documentary Short Subject for his directorial work on The Last Repair Shop. The emotionally touching short film spotlights four of the people responsible for repairing the musical instruments used by students in the Los Angeles Unified School District (LAUSD). The Last Repair Shop reflects the positive influence that musical instruments have on the youngsters who play them, and the adults in the LAUSD free repair service who keep them working and in tune.
Barking Owl CEO Kirkland Alexander Lynch said of Bowers, “His artistry, diversity of style and depth of storytelling bring an unparalleled edge to the work we create for global brands. His presence on our roster reflects our continued commitment to pushing the boundaries of sound and music in advertising.”
Johanna Cranitch, creative director, Barking Owl, added, “Kris first caught my attention when he released his record ‘Heroes + Misfits’ where he fused together his jazz sensibility with a deeply ingrained aptitude for melody, so beautifully.... Read More