Alfa Romeo to be I Am Playr's car of choice

Alfa Romeo has signed up to feature in social game 'I Am Playr' as a sponsor of the fictional football club River Park, in a deal brokered by Maxus.

Alfa Romeo: joins the cast of I Am Playr
Alfa Romeo: joins the cast of I Am Playr

The deal places the brand into the storyline of the game, which places players in the shoes of a footballer on the River Park team.

Once players have scored five goals against Danny Deans, River Park team captain, they will be rewarded with an Alfa Romeo MiTo car in the game.

Players can personalise their vehicle using an in-game replica of Alfa Romeo's online car configurator and be delivered first-person, rich media filmed content of the car's collection.

The brand will also feature on dynamic ad sites within the hoardings around the football stadia. Later in the year there will be an additional interactive element that allows users to edit in-game Alfa-related footage.

Claudio Annicchiarico, head of digital for Alfa Romeo UK, said the MiTo "is aimed at a particularly media savvy audience, so social media gaming is a great way for us to reach out to them".

Lee Dixon, the former Arsenal and England full back and pundit, is contributing storyline ideas for the game after investing in the company behind it, We R Interactive.

Dixon was one of more than 20 new investors who put a collective $5m (£3.1m) into the company earlier this month alongside existing investors, who include Abbott Mead Vickers founder Peter Mead and ITV's managing director of commercial and online Fru Hazlitt.

Other brands that feature in the game are Nike, Ginsters and Red Bull.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published