Visa USA has entered into the world of video-game advertising with a PC game based on the CBS hit “CSI” that hits stores today. Although the Visa brand is also incorporated into signage and other background elements of the game, the really smart thing is the way Visa actually became a central part of the plot: In one of the five criminal cases that make up the game, “CSI: 3 Dimensions of Murder,” Visa’s fraud-monitoring capabilities take center stage when a suspicious charge on a victim’s credit card triggers an investigation by the forensic-sciences team.
I think that is really a smart way of incorporating a brand into the story. The idea came from game publisher Ubisoft who worked together with Visas media buying agecny OMD to build the script. Another interesting aspect of it is what Jon Raj, VP-advertising and emerging media platforms, Visa USA said, that Visa is actively seeking out the emerging media where consumers are spending an increasing amount of time. “Our consumers are shifting their habits,” he said. “Just throwing out a TV or radio spot doesn’t work anymore. We need to look at new ways,” citing platforms such as cellphones, interactive TV, digital-video recorders and in-game integrations.
Hey big media guys, did you hear “TV or radio spots dosen’t work anymore”…It is good to see that such a “serious” brand like Visa, dares to think outside the box and look for smarter advertising solutions.
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