I knew the trend of advertising in video games was catching on, but the product range is getting quite interesting. As Reuters reports:
When BP Lubricants USA wanted to raise the profile of its high-performance Castrol Syntec motor oil with ever-elusive young male consumers, it followed them into a popular racing video game.
Like its peers, the unit of BP Plc needs to be where males aged 18 to 34 have gone after leaving traditional media outlets like magazines and television in droves.
“We have to look for new ways to reach these guys,” said Michael DeBiasi, the marketing director who oversaw the campaign.
The Castrol brand’s integration into Electronic Arts Inc.’s “Need for Speed Most Wanted” game appeared in the form of billboards, Syntec car engine upgrades and signage in garages, and as Castrol-branded Quick Lubes.