Puma Gets In The Game

Puma has laced up a brand integration deal with Activision for its True Crime: New York City videogame, which includes an in-game sneaker collection mission and sends gamers in-store for limited edition footwear.

The deal, which follows Activision's popular True Crime: Streets of L.A. game, takes Puma's messaging beyond in-game billboards to a new level. Separate from the main urban cop drama game, players must find special edition True Crime RS-100 sneakers and return them to virtual New York City retailers to unlock an exclusive Puma outfit for Marcus Reed, the main character.

“Consumers get to be part of the experience,” says Dave Anderson, senior director of business development for Activision. “When you are interacting with a brand or product, you've got a winning combination. It adds to that whole realism.”

Players can buy the special edition Puma sneaker, which features a map of lower Manhattan and a game logo on the insole, at the five New York City retailers featured in the game.

“Gaming is such a big piece of consumers' lives,” says Barney Waters, VP of Puma North America. “We really tried…to have the brand integrate in to the game in an authentic manner as it would in real life, not to just slap a logo on everything.”

True Crime: New York City sells for $49.99 and is rated M for Mature.