Kung fu masters, space aliens, rockstars. It's a wild world, gaming. And at SicolaMartin, we're wondering what's not to like about it (and how you work the controller). As gaming grows more cinematic and more popular than ever, it's getting a lot of attention from advertisers. From cross-promotions to in-game advertising, marketers are finding creative new ways to reach consumers. So we're dedicating this month's issue of EP to all things gaming. We hope you enjoy it! It's a great day to be alive, Steve

		By Cherie Cox, SVP, Managing Partner I've never been one of those people who really got in to video games (with the exception of a little Pac-Man "back in the day"), but now I have to come clean. I officially have a problem. It's called the Wii, and I've recently become an addict. Who would have thought that I'd find myself standing in my living room boxing some incredibly tough character on TV with a pair of nunchucks after a long day at the office? Or that I'd be jumping around a virtual tennis court in a volley more intense than any I've ever encountered on a real court? The beauty of the Wii is that it's a physical game where, if you play hard enough, you can actually get a decent workout while in the comfort of your own home. I know it sounds a bit insane, as I was totally skeptical myself when my husband brought the little box of fun into our house. You truly won't understand what I'm talking about until you've personally given it a shot. I've recently discovered that I'm not alone — the Wii addicts are growing every day. Not only are kids and parents getting in to the games, but just this week one of my clients shared that his 84 year-old mother (who used to be a champion bowler) is loving the Wii because she can play the game without having to pick up an actual bowling ball. How great is it that we finally have a video game that's closing the generation gap when it comes to entertainment! I guess the agency that came up with the tagline "Wii for Everyone" was right on target.

		By Katherine Franklin, Assistant Account Manager Marketers know that consumers are most loyal to the brands they feel connected to. Whether it's a nostalgic association with Coca Cola, a can't-live-without-it need for your iPod or an intense devotion to your favorite sports team (Hook 'Em!), successful brands have become woven into the fabric of our lives. But what happens when the level of engagement is intensified and interaction with brands is played out on a real-world platform? Marketers are experimenting with an innovative and elaborate marketing technique involving Alternate Reality Games (ARGs). ARGs are not the games you're thinking of — played on a console, staring at a screen. Instead, ARGs include an interactive storyline where people search for clues both on- and offline, unscramble riddles, and move from checkpoint to checkpoint looking to solve the big puzzle. For the launch of Windows Vista®, Microsoft and AMD created the vanishing point, a game that included a takeover of the Bellagio Hotel and Casino fountains, cryptic skywriting messages and projections on famous structures around the world. More recently, Warner Brothers promoted the summer 2008 release of the next Batman movie, The Dark Knight. It's ultimate prize? On-site players and fans online were treated to a sneak preview of the movie's trailer. Warner Brothers was treated to immediate buzz surrounding the film and a loyal band of influencers who continue to spread the word. Promotional ARGs require an intimate understanding of the target market and a perfect fit with the brand, but when executed correctly, offer a creative way to beat the clutter and connect with consumers on a whole new level.

		By Megan Annen, Account Supervisor The latest gaming buzz around SicolaMartin is the work we've been doing to promote AMD and Stranglehold. In August, we were asked to create an online campaign for AMD-based systems and Midway's latest game — John Woo Presents Stranglehold, a hyperkinetic shooting game based on John Woo's influential action film "Hard Boiled." We created traditional banners and a few custom units that are currently featured on websites like 1UP, Game Daily and Game Zone, among others. All ads drive to AMD's new gaming site AMD GAME! This is just the start for our friend Inspector Tequila, the famed hero of Stranglehold. We're in the midst of creating a worldwide partner marketing toolkit featuring Stranglehold. The toolkit currently includes a screensaver, wallpaper, PC cling designs and more. The partner marketing toolkits are extremely important this year to communicate the ultimate visual experience that gamers can have when playing the game on AMD-based systems. Next up for our AMD gaming squad are similar toolkits for the upcoming Tabula Rasa and Team Fortress 2 launching in October. The three gaming toolkits are sure to keep us pretty busy, but we do somehow find time to try out all the game demos. Check out AMD's gaming creative.

		Sometimes, there's nothing better than a good-old fashion game of Show and Tell. That's basically what Martians do on the SicolaMartin creative blog, a.k.a. Clog. It's where we share stuff that's interesting, inspiring or just plain funny. From the archives: Think of it as the Wii on steroids. Motion sensors throughout the movie theater track the audience's collective movement. Moviegoers swing, sway and rock in their seats as "human joysticks" that control the game. See it here. Ideas worth spreading. Watch videos from TED, an annual conference bringing together the world's most fascinating thinkers and doers, challenged to give the talk of their lives (in 18 minutes). Check it out. An engaging microsite for self-expression. By selecting one of 10 Motorola product colors, users can create a piece of art by interacting with the site. Express yourself.

			Poll on gaming How many hours a week do you game? ¬ more than 20 ¬ 10 — 20 ¬ less than 10 ¬ none    view results

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