by Media Optimiser
O. Gaywood
O. Gaywood
Lily Allen's new single, 'The Fear', is to be promoted with an online game that can be found on the singer's official website. The game - "Escape The Fear" - is based on content from her new album and uses a simple three key control. The player takes the role of Lily as she makes her way through a number of levels collecting letters and avoiding spikes, monsters and bottles of intoxicating liquid on her way to fulfilling her musical dream.
Dan Duncombe, digital director at Parlophone: "We wanted to find a way to reach a new audience for Lily on her second album. There is a huge, relevant demographic out there who don't regularly explore music so we're using the game as a tactic to introduce the new single.
"The instant gratification of this type of game makes it inherently viral and with the new single as its soundtrack we're potentially reaching a new audience who are not listening to the radio or reading the music press,"
Lily, who came to fame after huge success on MySpace, has often been seen to be at the forefront of pop music's internet activity.
The daughter of actor Keith Allen has seen previous releases backed by internet campaigns. In 2006, her single 'Littlest Things' came with a media player that allowed fans to have Lily's video playing on their social networking profile and Parlophone - her record label - became the first label in the UK to use pay-per-click mobile advertising for the 2007 release of 'Shame On You/Alfie'.
Lily's official site offers a host of 'goodies' for visitors including MySpace skins, e-mail signatures and wallpapers to promote her new album It's Not Me, It's You. The site also features a tunemaker gamer.
EMI-owned Parlophone are the label behind Kylie Minogue's X campaign that saw the creation of Kylie Konnect - a social networking site for the more dedicated fans of the Australian singer.
