The 'Bourne' marketing ploy

Horizon adds 'Jimmy Kimmel' character to game

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 on "Jimmy Kimmel Live!" last week.

The media agency doubled up on integration, inserting Guillermo, a security guard who often stars in comedy skits on the show, into the video 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 to capture fans of the film as well as the gaming community. Horizon's buying team negotiated the integration. Sierra's High Moon Studios produced the piece.

"It's a fairly consistent strategy that we use when we work with Vivendi in that whenever we put together plans for them, we basically try to leverage the atmosphere and the environment in which the media would take to and speak to the target audience in a way that they are accustomed," said Joel Mayne, planning supervisor for Vivendi.

The integration culminated into two minutes of game play that was at the center of the segment.

"This is about addressing media tonality," Mayne added. "People will gravitate to media for certain reasons. If you have a better understanding of why they are watching those environments or why they are absorbing those environments and making sure that messaging is delivered in the same type of tonality, there should be a greater resonation to messaging."