Lily Allen promotes new album with casual game

Attempt to reach new audience

18 December 2008 18:04 GMT / By Verity Burns

Lily Allen is the latest star to be immortalised in an online casual game to help promote her new album.

"Escape the Fear" has been created by brand entertainment specialist Matmi, and is based on content from Lily's new album and first single "The Fear".

Players will take on the role of Lily who has to avoid different obstacles that are trying to stop her from reaching her dreams.

Starting on the red carpet, players will guide her through ten levels dodging rabid handbag dogs, the paprazzi, evil bankers throwing credit cards, alcohol, demonic puzzles and various other obstacles which make play more difficult. Stay away from the alcohol though or it will all get much harder as controls become impaired.

More and more often, online casual games are being used as part of "viral marketing" to help launch and spread the word of new products .

Dan Duncombe, digital director at Lily's record label Parlophone, said the game is part of an integrated online launch for her new album.

He said: "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", he added.

Jeff Coghlan, MD at Matmi, has high hopes for the game. He 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!"

Lily's new album and single will be out in early 2009. You can try the game out on Lily's website.