To coincide with the European release of Free Running on PS2 and PSP, Rebellion and Reef Entertainment together with the Chief Marketing Office (CMO) in Rotterdam, Netherlands, have conducted the world’s biggest videogame projection on the Nedlloyd building in the City.
As part of Rotterdam’s ‘City of Architecture 2007’ event, the ‘Free Running Gameplay’ was the first prize for the lucky winner of regional heats leading up to the premiere on Saturday 14th April.
The Free Running videogame, launched across Europe on Friday 20th April, is based upon the extreme sport of Parkour, which featured in the recent James Bond movie ‘Casino Royale’.
Jason Kingsley, CEO of Rebellion said, ‘Associating Free Running with the Rotterdam ‘City of Architecture 2007’ event made perfect sense. The CMO are communicating Rotterdam as a youth orientated city and playing an urban-sport focused videogame on one of the City’s key buildings actively engages with and encourages the young people of Rotterdam to get involved with new and exciting projects. It was an opportunity not to be missed.’
Peter Rezon, CEO of Reef Entertainment said, ‘When we began to work with the CMO, the idea of the projection – on what turned out to be arguably the world’s biggest TV - worked well because of its unique environment. We’re really pleased with the results.’
The Nedlloyd building is one of the largest in Rotterdam, standing at over 20 floors, overlooking the main waterway and is at the centre of Rotterdam. The Free Running projection could be seen from over 5 miles away.
It is estimated that over 130,000 people saw the event across Rotterdam during the 2 hour event and was hailed by Rotterdam’s CMO as ‘a great success’.