Xbox Says Don't Drink & Drive
Young people driving under the influence is a problem everywhere (especially during the holidays), but in the UK, the Scottish government is taking a more creative approach in getting their message across. They are going to buy virtual billboards to appear in Xbox 360 games to express their message about drinking and driving.
"We need to look beyond the conventional methods of addressing key road safety issues which affect young people," said Michael McDonnell, director of Road Safety Scotland. "I believe that positioning of the drink-drive message in online games will serve as an ever present reminder to young Scots about the consequences. The online message could not be any simpler 'Don't risk it.'"
The billboards featuring the Safer Scotland logo will be seen by Scottish Xbox 360 gamers playing online with titles like Need For Speed: Carbon, Project Gotham Racing 4 and Pro Evolution Soccer 2008. So it's not just racing games, but sports as well. Hopefully this will have the effect they're looking for, because this is the kind of in-game advertising I could get behind.
Xbox Games Tackle Drink Driving [BBC News]
Wootini
Posted to Video Games on 24 December 2007
Other stuff like this: billboard, drinking, driving, in-game ads, scotland, uk, xbox 360
