• by David Goetzl  @dgoetzl, December 5, 2008

Word emerged this week that agency MediaVest had cut a wide-ranging deal with News Corp. that gives its client Activision a presence on some 12 of the media company's properties--from MySpace to MyNetworkTV.

But in multiple circumstances, the video game marketer gets much more than a presence, with a carefully devised role. And it would be hard to find an example more impressively crafted than a recent integration for Activision's popular game "Guitar Hero World Tour," in Fox's late-night "MadTV" (one of the top product placements of the week, according to measurement firm iTVX).

MediaVest worked with producers to come up with a skit that maintained the integrity and style of the show, but also made sure to give the "Guitar Hero" ample exposure and position it as a latter-day Pictionary, in a sense.

The extended skit revolves around a regular Joe who pretends to be a rock star--a "Guitar Hero" hero, as it were. He's got the long wig, the camouflage pants, the faux leather jacket, the willingness to compare himself to Tommy Lee - all the while using "what's-the-vibe-dude" language. It's the type of role Will Ferrell played so well on "Saturday Night Live."

The ersatz "star" walks into a room with a group of friends hanging out and booms: "Who's ready to rock?" He's got the new "Guitar Hero" in tow. Cleverly, and in character, he carries the game's guitar, its joystick, in a full-size guitar case.

He then starts barking orders, recruiting one of the friends to join him in front of the screen. The bewildered would-be band-mate isn't sure what to do, but is ecstatic nonetheless: "God, I've heard so much about this game!"

It's a plug, but part of an overall witty soft sell. There's a very brief explanation of how the game is played, multiple close-ups of the screen and several callouts of the game by name, but at no point is it overweening--largely because the humor doesn't stop.

A viewer would have barely a clue that the integration is part of a pre-holiday marketing campaign (and of course, that's the point). In fact, the skit is able to at once poke fun at so many people's fascination with the game--something "SNL" might do--while also making it appealing.

"It's just a game," one friend says to the "guitar hero."

"Just a game?!!!" he responds. "That's like saying Slash is just a guitar player."

So, how does "Guitar Hero" resemble Pictionary? The video game comes off as a rather fun way for a group to spend a nice relaxing--albeit not so quiet with the music playing--evening at home. (While the game's principal target is surely younger-skewing, the skit would seem to have resonance for even a 40-something crowd.)

The skit ends with the "rock star" departing. But, then the friends eagerly grab the instruments and have a blast playing together ... pretending they're rock stars.

How's that for charades?