Exient signs co-marketing deal with Pukka Pies for X2 Football 2010
Smells good
In a deal that won't make a lot of sense to anyone outside the UK but have the domestic audience licking its lips, Oxford developer Exient has signed up Pukka Pies for its X2 Football 2010 iPhone game.
Supplier of hot half-time snacks for many of the UK's football stadia, Pukka Pie's advertising will appear on in-game advertising hoardings, and there will also be the co-promotion of both brands across online presences, such as Facebook fan pages, the companies' websites and Pukka Pies' England Band microsite.
Steaming hot"This deal is the first of several we have lined up for X2 Football 2010 and underlines the growing importance of brand extension in the modern gaming environment," said Exient's David Bancroft.
"Pukka Pies is delighted to be partnering with X2 Football 2010, as our hoardings and pies have become part of football fans' real match day experience. It's an interesting development to extend this into iPhone applications and gaming," commented pie man Peter Mayes.
Exient has previously signed similar commercial deals, having Papa John's as the brand for its Papa's Pizzeria iPhone game, which enabled UK players to get money off coupons for playing the game, as well as using the Papa John's menu in-game.
