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"Advertisers Explore Virtual Videogame Frontier"
Reuters, December 9, 2005
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When BP Lubricants USA wanted to raise the profile of its high-performance Castrol Syntec motor oil with ever-elusive young male consumers, it followed them into a popular racing video game. Like its peers, the unit of BP Plc needs to be where males aged 18 to 34 have gone after leaving traditional media outlets like magazines and television in droves. "We have to look for new ways to reach these guys," said Michael DeBiasi, the marketing director who oversaw the campaign.
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