Vivendi, Omelet team for mobile game promotion

Vivendi Games Mobile announced a partnership with viral media agency Omelet to launch "The Incredible Machine," the game publisher's first title to employ viral promotional strategies. A puzzle game targeted to older female consumers, "The Incredible Machine" will enjoy support from an Omelet-produced and seeded teaser video as well as banner ads driving users to a website complete with a full-length version of the video incorporating interactive gameplay. Viewers are also asked to create and post videos to the site. In addition, Omelet will seed Vivendi content on newswires, user groups, online communities and blogs.

"A lot of marketing for mobile games has been basic banner ads," said Maria Pacheco, Vivendi vice president of marketing, in an interview with Adweek. "At the beginning of the year, we decided that there would not be more static banner ads without interaction. So we were open to anything that our agency could come up with."

For more on the "Incredible Machine" campaign:
- read this Adweek article

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