• by Tameka Kee , June 4, 2008

Speed demons that played the demo of Codemasters' new racing game GRID got to see the Ford Mustang GT-R concept car in all its sleek, virtual glory. But now one lucky player will have the chance to win a real GT-R, as Ford, eBay Motors and Engage In-Game Advertising have partnered to bring the cruiser into reality.

The line between virtual and reality began to blur some 16 months ago, when Codemasters partnered with San Francisco-based Engage to integrate the eBay Motors marketplace into GRID, a game that features racetracks from around the world. The demo launched in May, amidst on-and offline promotions driving gamers to download the free trial. To advance in the game, players needed to "trick-out" their cars, customizing them with speed and handling enhancements, and they used the eBay Motors marketplace to buy and sell their vehicles and parts.

According to David Smith, Engage's president and co-founder, the project was a prime example of seamless and effective in-game brand integration. "eBay Motors' involvement within the game play of GRID offered players a functional benefit, (and was) 100% relevant to the game plot," Smith said. He added that bringing the virtual car into the real world took the whole concept of video game advertising "to the next level."

There were more than 2.4 million downloads of the GRID demo, and players fought for the top position in real time, with scores posted at the official GRID game Web site. And today, the top five finalists will race head-to-head at the GRID game launch event in San Francisco, for a chance to win the keys to a real Ford Mustang GT-R.

The vehicle was built to the game's specifications, complete with eBay Motors' graphics and a supercharged engine. "Seldom do we get the chance to pull elements of a virtual world and bring them into reality," said Curtis Kroeker, director of vehicles for eBay Motors. "For auto enthusiasts it's a dream come true."