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Virgin EMI promotes Avicii with Reloaded Interactive

Virgin EMI Records has begun an in-game advertising campaign for the debut album of Swedish DJ Avicii. The campaign, developed by Reloaded Interactive of Vancouver, consists of advertising embedded within soccer-themed video game Striker Superstars. The ads appear on billboards and beside the playing field in the game's virtual stadium. The campaign will run until Sept. 22 and is aimed at resident of the United Kingdom. The initiative was planned by UK-based media agency The7stars.

"It was clear from our research that Avicii fans crossed over into the gaming community," said Kate Wyn-Jones, media planner at The7stars. "Reloaded Interactive offered the ideal platform through innovative and impactful formats. The iconic Avicii branding has achieved maximum stand out in game and has built awareness between gamers and the album."

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