Microsoft subsidiary Massive has launched interactive in-video-game advertising unit, with Toyota Motor Sales as its first advertiser. Toyota will advertise its new 2007 Yaris Sedan in ‘Anarchy Online’, a multiplayer online game published by Funcom, and also in several other games utilising Massive technology.
Microsoft said the new interactive ad units can be used in a number of ways to encourage gamer interaction with the advertising and to provide a more engaging brand experience.
For the Toyota Yaris campaign, gamers are encouraged to engage with the ads to unveil an image of the new Yaris. The campaign is running in multiple games on the Massive Network and utilizes Massive’s dynamic 2-D elements and full-motion video and audio ads, in addition to the new interactive units, to reach the coveted gaming audience
"Leveraging this new interactive ad element from Massive allows gamers to interact with our brand in an environment they’re passionate about," said Kim McCullough, corporate manager of Marketing Communications at Toyota.
Microsoft bought Massive in April to deliver relevant ads across Microsoft’s online services, starting with Xbox Live and MSN Games.
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