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Horizon Pushes Integration With 'Kimmel,' Video Game

Adweek, Friday, June 13, 2008 10:15 AM

Horizon Media took product integration to a new level when it introduced a video game created for "The Bourne Supremacy" on "Jimmy Kimmel Live!" last Friday. The media agency inserted Guillermo, the security guard who often stars in comedic skits on the Kimmel show, into the video game. It is an industry first to place a TV character into a video game to launch its marketing program.

"We are trying to leverage the atmosphere and the environment in which the media would take to [our game] and speak to the target audience," says Joel Mayne, supervisor for Vivendi, which created the game. "If you understand why the target audience is watching those environments and make sure that messaging is delivered in the same type of tonality, there should be a great resonation," he says.

In other words, young guys who watch "Bourne" films also play video games and love Jimmy Kimmel.

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