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Lily Allen online game passes 2 million plays as single & album top the music charts


The online game, “Escape the Fear”, by Matmi promoting Lily Allen’s single and second album, has just passed 2 million plays at the same time as the single and album top the music and iTunes Store charts in the UK, US and numerous other countries worldwide.

The game has kicked off a series of No.1s for the integrated launch campaign by topping the worldwide Viral Chart three times since its release including Christmas, the most hotly contested chart position of the year. Lily Allen’s single The Fear shot straight to the top of the UK Singles Chart and retains the No.1 spot for the third week, and this week the album It’s Not Me, It’s You also debuted at No.1. The single and album also top the iTunes Store charts in numerous countries worldwide, notably the US.

The runaway success of the integrated campaign masterminded by Parlophone and Matmi is no accident, according to Dan Duncombe, Director of Digital at Parlophone: "The game was designed to help us reach a new audience for Lily - people who are not listening to the radio, reading the music press or generally exposed to new music, but are part of our target audience. The game is based on the lyrics of The Fear and the single is the game’s soundtrack. With an average dwell time of nearly 5 minutes, the vast majority of players are listening to the track more than once.

“This game is the promo video of the digital age,” Dan continued. “It delivers engagement, interaction, loyalty and sales opportunities on a new level for our artists. The game has delivered tens of thousands of click-thrus, pre-orders and downloads, and even features on the album CD itself. The results speak for themselves - we’re absolutely delighted with this launch,” Dan concludes.

Jeff Coghlan, MD of Matmi, says the campaign is a perfect example of branded entertainment at work: “Consumers are sick of online advertising because it doesn’t have any intrinsic value. When it’s done properly, branded entertainment like ”Escape the Fear“ has very high value and gives consumers an opportunity to interact with the brand as well. When consumers endorse the material by passing it on, the positive influence of the brand is nine times more powerful than an advert. When you take the costs into account as well, it’s no wonder major brands like Parlophone are using these more sophisticated promotional techniques.”

Matmi recently submitted “Escape the Fear” for a coveted D&AD Award. The results are announced in London on 11th June 2009.


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