Alfa Romeo’s branded-content environment within football-themed social game I Am Playr has seen 50,000 people create virtual configurations of its MiTo model online.
The car marque launched an online car configurator service within the game, made by We R Interactive, last May as official sponsor of the games fictional River Park football club, along with brands including Nike and Red Bull (nma.co.uk 31 May 2011)
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