Full FeedObama ad in Burnout Paradise, mainstream media go coverage crazy (updated)
Ads in games are commonplace, and when these games have internet options, these ads can often change. So when Barack Obama ads started appearing in Burnout Paradise for the Xbox 360, it shouldn’t have been a huge surprise. And yet, people are treating it like it is. The image above, taken by Dragunov765 and now famous across the internet, clearly displays one of the Obama ads in game. The ad shows Obama’s face, informs players about early voting and provides his website’s address.
So far, this looks like the first presidential campaign advertisement to appear in a game. On October 9, 2008, GamePolitics first reported that Obama ads had been sighted, and showed the world Dragunov765’s picture. On Monday (October 13, 2008), GigaOM received word from EA, makers of Burnout Paradise, that the ads were paid for by the Obama Campaign, and that, like all in-game advertising, the ads do not represent EA. To exemplify the coverage, check out the list way below of major news organizations reporting the Obama ad.
I don’t get what everyone is getting so worked up over. Companies buy ad space or place products in games all the time. This is especially true in racing or sports games, where there are billboards or areas which, in a real life situation, an ad would be located. Obama and his campaign organizers were just smart enough to realize that placing an ad in Burnout Paradise would be an incredibly smart campaign move.
Updated list of “coverage crazy” media:
- New York Times
- Telegraph.co.uk
- WBOC-TV (AP Article)
- Google News
- Reuters
- WSET-TV
- Washington Post
- Information Week
- Videogame Voters Network
- RTTNews
- Cleveland Plain Dealer
Read [GamePolitics] Also Read [GigaOM]
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I think the Obama campaigns use of in game advertising is probably one of the smartest strategic moves seen in political advertising in a long while. With this election gaining interest of the younger demographic, it makes sense to advertise to them in a place where they feel comfortable. If this is accomplished, the resonance of the ad is tenfold. I don’t think media outlets need to get so worked up over this strategy, as it is available to almost any advertiser anywhere.
on March 25, 2009 at 01:55 PM - LINK