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The game will be seeded in the weekly email newsletters of alternative music site www.NME.com, lad's mag sites www.FHM.com and www.maxpower.co.uk, and www.newwoman.co.uk and www.Virgin.net. FHM.com's movie channel will host a promotional section dedicated to the game and movie.

UIP UK will also send the game to its own email database, built from campaigns for previous releases including American Pie 2. It hopes the viral effect will spread from there.

"Web site placements were chosen in accordance with the cheeky nature of Ali G's character,

said Ruth Barton, spokeswoman for mediaedge:cia digital, which handled planning and buying for the campaign.

"Email databases sourced through web sites such as FHM.com provide excellent platforms to target the game at 16- to 25-year-olds."

The game, called Ping Pong Punani, is set in the John Nike leisure centre in Staines that Ali G attempts to save from demolition in the film.

Developed by marketing communications agency Feref, the game sits on UIP UK's web site (www.uip.co.uk/pingpong). It gives players the chance to enter a prize draw to win an Xbox games console.