A marketing ploy is 'Bourne'


To jump-start sales for a new video game created for "The Bourne Supremacy," Horizon Media decided to take product integration to a new level when it introduced the game last week on "Jimmy Kimmel Live!"

The media agency inserted Guillermo, a guard who appears in skits on the show, into the game.

Horizon said it's a first for the industry to place a television character into a video game to launch its marketing program.

The media agency's brand team worked with Sierra Entertainment, creator of the game (owned by Horizon client Vivendi Universal), on the integration strategy. Horizon's buying team negotiated the integration. Sierra's High Moon Studios produced the piece.

"We basically try to leverage the atmosphere and the environment … and speak to the target audience in a way that they are accustomed," said Joel Mayne, planning supervisor for Vivendi.

Shahnaz Mahmud is a reporter for Adweek.