New Game Mag Launches Interactive Banner Campaign

A new interactive advertising banner game has been launched as part of a $15 million advertising effort for incite, a soon-to-launch brand of PC-video game publications published by COMPUTEC MEDIA U.S.A. Inc.

The banner game showcases a proprietary program developed by McCann-Erickson /Anderson & Lembke. Initial placement was on the AdAge.com home page, aimed at media buyers. Subsequently the advertising banner game will be available here for further viewing and game play.

Under the incite umbrella brand, there will be two consumer print magazines, incite PC Games and incite Video Games, as well as one online consumer destination, incitegames.com (apparently not yet active), COMPUTEC said.

“incite is breaking the mold of the gaming magazine format with lifestyle-oriented editorial content and a sleek, sophisticated design,” said Torsten Oppermann, chief executive officer of COMPUTEC MEDIA U.S.A. “We’re taking an innovative entertainment approach with everything we do and the incite advertising banner game on AdAge.com is just one example of how we’re moving advertising to really engage our target.”

Developed in the DHTML programming language, McCann-Erickson/Anderson & Lembke designed a banner for incite that follows permission marketing etiquette and is activated upon request. Users are offered a choice to interact at a higher level and to participate in the entertainment. Spending was not disclosed.

incite publications are being designed for people who play games as a part of their lives and not just for hard-core gamers, the publisher said. Target audience is 16 to 34 year-old males who own or play PC and/or video games.

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