• by Staff Writers , September 5, 2008

Finalist - Branded Content/Product Placement

Barbara Thompson; Marin Katacic; Joel Mayne; Stacy Sanchez; Grace Kim; David Campanelli

The Jimmy Kimmel Show and Kimmel's well-known "security guard," Guillermo, are renowned for their parodies, but this time Horizon Media fully integrated Guillermo into a Bourne Conspiracy video game. This integration included a two-minute segment on the show in which Guillermo kicks butt in true Bourne style. This high-quality in-game integration is a first in the gaming category, marrying a TV character with real game-play and "spoofing the spoof" in order to market to the hard-to-reach male gamer audience. Reaching the market audience with this sort of spoof, Vivendi and Horizon managed to make their target laugh instead of change the channel.