Glaxo SmithKline has signed a major game-sponsorship deal with
Static, which will see the healthcare company place an Aquafresh
Toothpaste-branded game on Playjam, Static's interactive gaming
The Aquafresh game is expected to launch on Playjam over the next week
and is the first time that a product's brand has been so fully
integrated with the game graphics. It is based on Playjam's 'Push My
Button' game and the Aquafresh brand has been integrated into the quiz
The deal, which was negotiated by MediaCom, will also use the platform
to gather user data. Each gameplay is expected to last between six and
Colin Cardwell, the media sales manager at Playjam, said: 'Glaxo
SmithKline is recognised as a innovator and now it has first mover
advantage. We have a number of other campaigns planned, but the
Aquafresh game will be the first.
It takes time for any new medium to be established, especially one as
different as Playjam. Both teams at Glaxo SmithKline and Media- Com have
been very supportive, recognising the potential of Playjam and the need
to be flexible.'
In March, Playjam became the first interactive television channel to be
measured by Barb. The monitoring began in the week commencing 19 March,
and the ratings suggested that during that week Playjam enjoyed more
viewers than channels such as E4, the Box and MTV on the Sky Digital
platform, with an average daily reach of 4.6 per cent.