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Winning on the Web, Obama Turns to Xbox Advertising

Billboard in online racing game marks another first for Dem's campaign

By Clay Dillow,  Newser Staff

Posted Oct 14, 2008 4:12 PM CDT
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(Newser) – Barack Obama’s campaign has been lauded for its online efforts, but in the race to make high-speed connections with voters, the Democrat has taken another “new media” leap, placing a campaign billboard inside an Xbox 360 online racing game. While politicians have promoted themselves online before, this is hands-down the most prominent use of the medium, Wagner James Au writes on GigaOM.

“I can confirm that the Obama campaign has paid for in-game advertising in Burnout Paradise,” a spokeswoman for Electronic Arts, the game’s maker, said. “Like most television, radio and print outlets, we accept advertising from credible political candidates.” There’s no word on whether John McCain's campaign has contacted EA about advertising in its popular Medal of Honor series.

Obama's campaign has extended its reach by making sure its candidate's presence is felt across the virtual world, and sometimes virtually in the real world.
Obama's campaign has extended its reach by making sure its candidate's presence is felt across the virtual world, and sometimes virtually in the real world.   (AP Photo/Mark Lennihan)
A digital age calls for a digital candidate: The Obama campaign is now advertising on billboards inside the Electronic Arts racing game Burnout Paradise.
A digital age calls for a digital candidate: The Obama campaign is now advertising on billboards inside the Electronic Arts racing game Burnout Paradise.   (AP Photo/Jae C. Hong)
A screenshot from Electronic Arts Burnout Paradise online racing game show a billboard placed inside the game encouraging gamers to vote for Obama.
A screenshot from Electronic Arts "Burnout Paradise" online racing game show a billboard placed inside the game encouraging gamers to vote for Obama.
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Barack Obama • online advertising • presidential politics • gaming • Electronic Arts • Election 2008 • video games

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