• by David Goetzl  @dgoetzl, December 2, 2008

As Activision launches a new version of "Guitar Hero" in time for the holidays, the video game marketer's sprawling ad deal with News Corp. is moving into a new phase. The arrangement, made during the last upfront, gives Activision a presence on 12 of the company's properties, ranging from NFL broadcasts on Fox to MySpace.

While the deal runs through next September, there is a heightened focus now with the pre-Christmas launches of "Guitar Hero World Tour"; "Spider-Man: Web of Shadows"; and "Call of Duty: World at War." (A sign of where "Guitar Hero" may fit within the ranks of holiday gifts: A Best Buy ad trumpets itself as a place to buy the game.)

Activision agency MediaVest negotiated the multi-platform agreement with Fox One, the News Corp. unit charged with crafting deals that involve a slew of company divisions. The Activision arrangement extends beyond traditional spots or online banners to brand integrations. There is also a customized link with video game site IGN.com.

By purchasing real estate on so many News Corp. properties--others include "South Park" in syndication, Hulu and MyNetworkTV--Activision is able to zero in on the various targets for its respective games--whether it is families interested in "Guitar Hero" or video game-hungry young males, arguably Activision's chief target.

"We've purchased environments," said Donna Speciale, president-investment and activation for MediaVest. "The digital space really lends itself to honing in on particular consumers and what their behaviors are."

Terms of the deal were not available.

Jean Rossi, president of Fox One, said executing the deal was a lengthy process that took some dexterity, since it involved working with the multiple divisions within News Corp. Then Fox One had to drill down even further to nail down specific programming options. The arrangement was the first for Fox One involving a video game marketer.

"For us to be able to line up so many different pieces to fit Activision's games was frankly something that we were really pleased with," Rossi said.

Added Fox One Senior Vice President Claudine Lilien: "We try and be very careful that we're not pushing our agenda on clients, that we are using the right properties for their products."

Activision's deal takes advantage of one of News Corp.'s less-publicized outlets: MyNetworkTV. On Tuesday, "Guitar Hero" promotions were weaved into the network's "World Music Awards," a natural integration. And games will also receive placements within "WWE Smackdown."

"We were very program-specific with MyNetwork," MediaVest's Speciale said.

"Guitar Hero's" appearance Tuesday on the music awards show followed the game's integration last Saturday on Fox's late-night "MadTV," where there was a skit developed for it.

In regard to News Corp. assets, Christine Merrifield, MediaVest senior vice president, video investment and activation, said: "We can go anywhere from the NFL to very niche networks like Fuel [an action sports cable network], considering Activision targets can span from adults to the smaller group of men 12 to 17."