Paramount Pictures and Massive Launch First Branded Scavenger Hunt in Ubisoft's 'Tom...

Paramount Pictures and Massive Launch First Branded Scavenger Hunt in
Ubisoft's 'Tom Clancy's Rainbow Six: Vegas 2'
In-game scavenger hunt promotes upcoming movie 'Tropic Thunder' with
interactive experience that engages and rewards gamers.

NEW YORK, Aug. 5 /PRNewswire-FirstCall/ -- Massive Inc., a wholly owned
subsidiary of Microsoft Corp. and a leading network for video game
advertising, Paramount Pictures and Ubisoft Entertainment have teamed up to
create a first-of-its-kind dynamic in-game advertising promotion. To promote
the upcoming film "Tropic Thunder," the companies have placed an interactive
scavenger hunt in "Tom Clancy's Rainbow Six: Vegas 2," published by Ubisoft,
which encourages gamers to actively interact with the dynamic in-game
campaign, take action from the clues, and get rewarded at the final stage of
the hunt.
(Logo: http://www.newscom.com/cgi-bin/prnh/20000822/MSFTLOGO)
"This innovative scavenger hunt enables us to reward our target audience
and give them a direct call to action to go see 'Tropic Thunder,'" said Amy
Powell, senior vice president of Interactive Marketing for Paramount Pictures.
"We've had a track record of success working with Massive since the business
started. This is taking our in-game advertising campaigns to the next level by
making them interactive and actionable. Gamers are motivated to seek out the
next ad, which is an amazing way for us to build awareness and excitement for
our new release."
Gamers see a series of nine branded "clues" within "Tom Clancy's Rainbow
Six: Vegas 2," each leading them to the next clue, until they successfully
reach the end of the scavenger hunt. Everyone who completes the scavenger hunt
will receive an invitation to join Ubisoft's VIP club and the chance to
download a free digital VIP map for "Tom Clancy's Rainbow Six: Vegas 2," and
will be entered into two prize drawings. In the first drawing held July 31, 25
winners received a "Tropic Thunder" Gift Pack: two tickets to "Tropic Thunder"
and a "Tropic Thunder" T-shirt and hat*. The second drawing, on Aug. 22, will
award one grand prize winner an Xbox 360 Elite system as well as a one-year
Xbox LIVE subscription and a collection of Ubisoft's upcoming video game
releases**.
"This is a new and highly innovative use of dynamic in-game advertising
and really demonstrates the creativity and marketing power of this medium,"
said Cory Van Arsdale, CEO of Massive.
The scavenger hunt began on July 18 and will run through Aug. 25 to drive
awareness leading up to the movie opening on Aug. 13.
About Paramount Pictures Corporation
Paramount Pictures Corporation (PPC), a global producer and distributor of
filmed entertainment, is a unit of Viacom (NYSE: VIA, VIA.B), a leading
content company with prominent and respected film, television and digital
entertainment brands. The company's labels include Paramount Pictures,
Paramount Vantage, Paramount Classics, MTV Films, Nickelodeon Movies and
DreamWorks Studios. PPC operations also include Paramount Digital
Entertainment, Paramount Home Entertainment, Paramount Pictures International,
Paramount Licensing Inc., Paramount Studio Group, and Worldwide Television
Distribution.
About Massive Inc.
Massive Inc., a wholly owned subsidiary of Microsoft Corp., is the creator
of a leading network for dynamic video game advertising. The Massive Network
offers advertisers the ability to engage an aggregated gaming audience in real
time across multiple platforms. Over 200 blue-chip advertisers have run
campaigns across the Massive Network throughout North America and Europe.
Publishers in the Massive Network generate revenue through dynamic in-game
advertising, enabling them to fully realize the value of their content while
preserving and enhancing the game experience. Massive's technology allows for
all forms of downloadable media and advertising content to be contextually
integrated into the game environment, including image, audio, video and game
object formats. More information can be found online at
http://www.massiveincorporated.com.
About Microsoft
Founded in 1975, Microsoft (Nasdaq: MSFT) is the worldwide leader in
software, services and solutions that help people and businesses realize their
full potential.
* NOTE: The date of the first drawing has already passed, and consumers
can no longer gain entries into this drawing.
** For full details and official rules, see
http://rainbowsixgame.us.ubi.com/scavrules.php.

SOURCE Microsoft

pr.mspx./ /CONTACT: Corie Pierce of The SutherlandGold Group, +1-318-402-3654,
corie@sutherlandgold.com, for Microsoft