Ubisoft, Paramount do 'Tropic' game

Scavenger hunt to promote movie

SAN DIEGO -- Paramount has teamed with game publisher Ubisoft and in-game advertising company Massive on an in-game scavenger hunt promoting the Aug. 13 theatrical release of "Tropic Thunder."

Leveraging the online connectivity of the Xbox 360, Massive and Paramount are adding the "Tropic" scavenger hunt into Xbox 360 versions of Ubisoft's "Tom Clancy's Rainbow Six: Vegas 2" -- in some cases months after consumers purchased the multimillion-selling game released in March.

"This is taking our in-game advertising campaigns to the next level by making them interactive and actionable," said Amy Powell, Paramount senior vp interactive marketing.

The promotion provides gamers with a series of clues in the game. Everyone who completes the scavenger hunt receives an invitation to join Ubisoft's VIP club, the chance to download a free digital VIP map for "Rainbow Six" and entry into two prize drawings.

In the first drawing, on Thursday, 25 winners received a gift pack of two tickets to a screening of "Tropic" and a "Tropic" T-shirt and hat. The second drawing, on Aug. 22, will reward one grand-prize winner with an Xbox 360 Elite system, a one-year Xbox Live subscription and a collection of Ubisoft's upcoming video game releases.

"This really demonstrates the creativity and marketing power of this medium," Massive CEO Cory Van Arsdale said.