Nova launches world-first interactive gaming ads

By Rebecca Chambers | 18 November 2014

Nova has partnered with Ubisoft to launch an interactive media campaign across its home pages. The campaign celebrates the launch of Far Cry4, Ubisoft’s world survival game, by turning the ad into an interactive game.

Created and developed in conjunction with Sydney digital agency Yell Digital, the campaign will transform the Nova Network’s digital homepage network into a fully interactive experience. Media for the campaign is by Essence.

Visitors to the novafm.com.au site will see a full-page takeover experience that emulates the Far Cry game. Their mouse is transformed into a gun and they are invited to find “Nova Boy”, who is hiding somewhere in the Far Cry landscape. By doing so players will have the opportunity to enter the competition to win $10, 000.

The campaign is a “world-first” as it is the first time that a virtual gaming simulation -- complete with graphics from the game and the ability to navigate the landscape from ground to sky-- has been integrated into a digital advertising campaign. Nova was given permission to feature the game’s graphics before its official launch today.

This will be Nova’s second takeover by Ubisoft the first was for the game Watchdogs. David McGrath, Nova Entertainment’s digital commercial operations director told AdNews that the activity from the Far Cry4 campaign has already exceeded the engagement of the entire campaign for Watchdogs after going live less than 48 hours ago. 

“Radio has a fun and engaged audience and radio has always been social. Nova tries to have fun with advertising creative,” McGrath said. “The challenge goes back to the ad client to create something that is fun and engaging.”

McGrath believes there is a clear link between Nova’s audience and a gaming audience. Traditionally, Nova is strung in the under-40’s radio audience, but on digital the audience skews slightly older. The new Ubisoft campaign is aimed at not only a young audience but also the “mature gamer”. McGrath said it was interesting that of those who have entered the Far Cry4 competition, a large portion have been from the 35-50 age bracket.

Far Cry4 is available today and the virtual simulation and competition is live on Nova FM’s website. 

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