Midway runs full screen ads for wrestling game

by Elizabeth Clifford-Marsh, Revolution UK 11-Sep-08, 11:35

LONDON - Games developer Midway has become one of the first brands to base its digital advertising on full screen, interactive High Definition video.

The campaign for its new TNA IMPACT! wrestling title, to be released this week, will run until the end of September.

Created by Eyeblaster, Eye-D Creative and MindShare Interaction, the ad allows viewers to choose the players in a wrestling match video, which can then be viewed in full screen format.

Bandwidth targeting ensures only viewers whose internet connection is fast enough to load the content correctly see the HD version. Aimed at 18 to 34 year old males, the campaign is running on The Mirror's website and MSN Messenger.

Midway Games Senior European Brand Manager Aidan Minter said websites were initially "quite apprehensive" about running the ad as the technology had not been used before.