An interesting partnership seeds promotional material for the iconic producer’s new album throughout the online game.
Zynga, the creators of Farmville and Mafia Wars, have inked their first in-game music deal with Dr. Dre. The rapper and producer has not released an album in a decade, yet Mafia Wars players will have a sneak peek at the video for “Kush”, the first single from Dr. Dre’s forthcoming album. The video is just one of a number of Dre-themed features happening in-game, including a contest to win a signed copy of the CD and limited-time only virtual items such as headphones via the new “Hustlin’ Wit Dre” functionality. Jimmy Iovine, Chairman of Interscope Geffen A&M Records, adds his comments regarding the melding of Dr. Dre’s music with the popular social media game:
“We’re always looking for innovative and interesting ways for fans to discover great music and with an artist of [Dr.] Dre’s cultural significance, we really wanted something special that’s never been done before. We felt it was a perfect fit for Dre to be the first musical experience for the millions of Mafia Wars players to enjoy while gaming.”
The partnership indicates a new vehicle for music promotion by combining two popular online activities: gaming and enjoying music. It will be interesting to see how future marketing efforts leverage social gaming. Mark Pincus, Zynga CEO and founder describes the significance of the partnership:
“[Dr.] Dre is a cultural icon that has inspired generations of music lovers. We’re huge music fans at Zynga and we know the players within Mafia Wars will love the chance to discover incredible music content while playing with their friends.”
[via Social Times]