The game, ‘Escape the Fear’, is based on content from the album and the initial single, ‘The Fear’. It features an animated Lily Allen working her way through ten levels of musician-related action, avoiding obstacles such as paparazzi cameras, rabid handbag dogs, evil bankers throwing credit cards, alcohol, demonic puzzles and various other obstacles which make play more difficult.
Dan Duncombe, Digital Director at Parlophone, says the game is part of an integrated online launch for Lily Allen’s new album:
“We wanted to find a way to reach a new audience for Lily on her second album. We have numerous, successful touch points with her existing fanbase and we needed a vehicle to expand on these and reach those unaware of Lily and/or her second album
“There is a huge, relevant demographic out there who don’t regularly explore music so we are using the game as a tactic to introduce the new single,” continued Dan. “The instant gratification of this type of game makes it inherently viral and with the new single as its soundtrack we are potentially reaching a new audience who are not listening to the radio or reading the music press. Parlophone’s digital marketing efforts have always been ground breaking and this kind of campaign takes our approach to a new level.”
Jeff Coghlan, MD at Matmi who developed the game said, “This game is a retro platform game featuring pixelated graphics that we really love; in fact, we think it’s our most addictive game ever. This is the first time we’ve combined our seeding database – which is probably the best in the world – with an artist who is an online phenomenon herself. We’re hoping for some stunning results in player numbers, pass-on speed, geographical reach and play time. Watch this space!”