Beverly Hills, CA - August 21, 2015 – EuropaCorp and Gameloft have partnered on the international campaign to promote the September 4th release of The Transporter Refueled within the Asphalt 8: Airborne mobile racing game. The native advertising campaign will debut in the US, UK, France, and Middle East, and features four racing tournaments titled The Transporter Refueled Cup. The tournaments will run weekly before the film’s premiere.
“Within the gaming environment, we were able to offer EuropaCorp a Monaco location and an Audi sports car, which also feature in the movie. Thus, it was a natural partnership,” says Sylvain Baudry, Gameloft’s Head of Advertising in the United States. Approximately 65,000 gamers raced the streets of Monaco as the Transporter in the campaign’s first event last weekend. “We believe that this synergy between Asphalt 8: Airborne and The Transporter Refueled create a truly unique and engaging ad campaign. The advantage of this type of advertising is that the player is interacting with the brand for almost two minutes. This is much more powerful than passive viewing,” says Baudry.
Participants in the tournaments have the chance to win a variety of in-game prizes that help further progress in the game. In addition to native advertising, the integrated campaign features movie trailers and full screen ads across a selection of Gameloft’s games. Gameloft is also promoting the tournament across its social media channels and website. “The seamless integration of The Transporter Refueled into the Asphalt 8: Airborne mobile game is a distinctive experience we are thrilled to partner on. The game allows us to introduce the Transporter franchise to the next generation of thrill-seekers,” says Tommy Gargotta of EuropaCorp. Evidencing the high level of user engagement, in the first 24 hours approximately 32,000 users viewed the video announcing the event when it was posted to Gameloft’s Facebook page.
Upcoming tournaments will run in Asphalt 8: Airborne August 22-26, August 28-30, and September 2-5.
Gameloft was the worldwide #1 game publishing company by downloads on iOS and Google Play combined for H1 of 2015 according to App Annie. Asphalt 8: Airborne won the GSMA’s Best Mobile Game App of 2015.
