The fully interactive cross-platform advertising campaign has been created for the November issue of evo and delivers a combination of editorial and promotional integration across the magazine, iPad app and the web site.
The deal, brokered by UM London, will see a front cover of evo taken over by an incredibly realistic image taken from Forza Motorsport 4 of the new BMW M5, which is being launched exclusively in the new game. evo is the first magazine to get access to the BMW M5 ahead of its unveiling next month. The front cover of evo’s iPad edition will feature video footage from Forza Motorsport 4 that will end with a never-seen-before in-game shot of the new BMW M5 in the final frame.
The advertising campaign consists of three sets of advertorials, which will feature in both the magazine and the iPad editions of evo and will demonstrate different aspects of the game:
• Experience the first drive of the BMW M5 – thanks to Forza Motorsport 4’s extraordinary realistic graphics, iPad readers will be able to watch a video of the new BMW supercar being driven in the game and magazine readers will get an in-depth analysis of the car’s features.
• Real-life vs Forza – Video footage of a real life Subaru WRX being driven in the Welsh black mountains will be compared to the Subaru WRX driven in game, truly demonstrating how sharp and life-life the animation on the game is.
• Interview and ‘making of’ - Dan Greenawalt, the Global Head of XBOX, will share with evo readers his unique insights into how the game was created in a one-off interview, with exclusive video footage for the iPad edition.
evo.co.uk will work with Forza Motorsport 4 to bring users all of the content that has been created for the integrated campaign. In addition, a bespoke free-to-download iPad app will be created by Dennis, which will include all of the content that has appeared throughout the campaign.
Jonathan Kitchen, Commercial Director at Dennis Enterprise said, “This deal is a fantastic cross-platform integration – Forza Motorsport 4 is a huge leap forward in gaming and has incredible realism, so matching this with evo’s high quality performance car content across print, iPad and digital platforms demonstrates how we, as a publisher, are taking creative solutions and integration to the next level for clients.”
