A new concept in music marketing, a game created to promote Lily Allen's new single and second album has passed the two million plays mark.

The online game, "Escape the Fear", was part of an integrated multimedia campaign to promote the singer's new material to a different audience.

"The game was designed to help us reach a new audience for Lily - people who are not listening to the radio, reading the music press or generally exposed to new music, but are part of our target audience", said Dan Duncombe, director of digital at Parlophone.

"The game is based on the lyrics of The Fear and the single is the game's soundtrack. With an average dwell time of nearly 5 minutes, the vast majority of players are listening to the track more than once".