The campaign was conceived by digital marketing agency Steak, which arranged the deal with video-game advertising network Massive, a subsidiary of Microsoft.
The insurance company will feature ads posted on virtual billboards within the forthcoming video games, 'Pro Evolution Soccer', 'Guitar Hero', 'Tiger Woods PGA Tour' and arcade-style racing game 'Blur'.
Alastair Boyle, group account director at Steak, said: "In-game advertising is a perfect fit for the Swiftcover.com brand and their target audience. This is the latest in our drive to use innovative ad formats for the right reasons, rather than jumping on every new media trend."
The ads will tie in with Swiftcover's recent 'Get a Life' campaign, developed by advertising agency MWO, which featured rock star Iggy Pop and a look-alike puppet.
Chris James, EMEA Manager at Massive, said: "We're very pleased to be working with Steak to select the right in-game placements for Swiftcover.com. In-game ads have been shown to have some of the best recall rates around, so it’s fantastic that more and more advertisers are now realising the potential of this medium."
According to Nielsen stats, 72% of gamers recall seeing in-game ads and 73% said they believe that ads add to the realism of the game.
The insurance company will feature ads posted on virtual billboards within the forthcoming video games, 'Pro Evolution Soccer', 'Guitar Hero', 'Tiger Woods PGA Tour' and arcade-style racing game 'Blur'.
Alastair Boyle, group account director at Steak, said: "In-game advertising is a perfect fit for the Swiftcover.com brand and their target audience. This is the latest in our drive to use innovative ad formats for the right reasons, rather than jumping on every new media trend."
The ads will tie in with Swiftcover's recent 'Get a Life' campaign, developed by advertising agency MWO, which featured rock star Iggy Pop and a look-alike puppet.
Chris James, EMEA Manager at Massive, said: "We're very pleased to be working with Steak to select the right in-game placements for Swiftcover.com. In-game ads have been shown to have some of the best recall rates around, so it’s fantastic that more and more advertisers are now realising the potential of this medium."
According to Nielsen stats, 72% of gamers recall seeing in-game ads and 73% said they believe that ads add to the realism of the game.
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