Government signs up to recruit on Xbox

The deal which has been brokered by agency Massive and Microsoft Advertising will promote career opportunities in the government department via online in-game ads, led by TMP Worldwide, GCHQ’s recruitment communications partner.

The 6-week campaign breaks on November 20, follows other successes for GCHQ with in-game recruitment advertising on Xbox, having launched creative ad scenarios within games with Massive in October 2007.

It will be the first time that recruitment advertising will run on Xbox LIVE, the online multiplayer gaming and digital media delivery service for Xbox users and will promote career opportunities within GCHQ – part of the UK’s National Intelligence Machinery

The government says it sees Xbox as the perfect partner to reach the 18-34 year old target audience, given its demographic and audience characteristics.

“As well as tackling ‘traditional threats’, GCHQ’s work is also about helping government departments, such as Ministry of Defence (MoD), to protect their information and communication systems. This means we can offer excellent training and careers for people with specialist technical skills. However, the fact remains that many potential candidates remain unaware of GCHQ and what we do. Using video on Xbox LIVE helps carry our message to the right people in a creative and innovative manner,” a spokeswoman for the department says.

An additional integrated campaign on the Xbox LIVE dashboard will offer deeper engagement with the online gaming audience, through streamed video banners within the games. The bespoke creative will tap into gamers while they are absorbed and connected