"While you are playing the game, you are getting little bits and piece of brand interaction," explained Casey Pelkey, VP of marketing for Tetris Online. "It's one thing seeing a promotion on the back of a cereal box or in stores, but to be able to sit down and experience a brand for what can be up to a half an hour at a time is, I think, really impactful."
Introduced a month before the film's July 1 launch, the game is hosted on TetrisFriends.com, the official Ice Age Web site, and AddictingGames.com, and will be up throughout July.
Online casual games can be a unique part of an integrated marketing campaign, Pelkey said, and Tetris Online, which works with AOR MWW Group, has seen interest from other companies and PR agencies looking for opportunities in the space.
"A game like Tetris, or casual games in general, I really see that this is something that is going to continue to happen," Pelkey said. "From not only a marketing standpoint, but to reinforce all the PR and everything that they are doing."