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News   UPDATE: Acclaim UK's Turok Name Change Promotion
- Posted By Michael Loewer, 08.14.2002

From the press release:

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Acclaim UK invited applications to take part in a project known as Identity Marketing, whereby individuals will change their names by deed poll to Turok, the hero in the title of Acclaim's epic new release, Turok: Evolution. In a little over 12 hours, over 3,000 people have applied to swap their identities for those of a video game character and new applications are being submitted to the website that is dedicated to this project (www.mynameisturok.co.uk) at the rate of 20-30 per minute.

Acclaim UK will choose five people from the tens of thousands that are expected to volunteer to take part in the Identity Marketing campaign. The five will then spend the next year as living, breathing advertisements for the Turok game. In the same way as a company might buy a billboard hoarding, newspaper space or television airtime, Acclaim UK will be renting the identities of the participants for a year.

The new marketing discipline represents a leap forward and it is believed will be tremendously successful for brands such as Turok. Conventional methods of advertising are decreasing in their ability to make a difference and it is believed that Identity Marketing is a new and very powerful way of getting through to consumers.

Shaun White, UK Communications Manager for Acclaim UK, said: "We've been staggered by the response. Naturally, we are looking at Identity Marketing as an experiment in our marketing strategy. But we've been truly amazed at the reaction we've had to the Turok project in such a short space of time."

The five new Turoks will each receive £500 and a Microsoft X-Box for partaking in this Identity Marketing project. People wishing to be considered need to apply online at www.mynameisturok.co.uk by September 2nd 2002. This will enable the successful applicants to have their new identities in time for the launch of Turok Evolution on September 6th.

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I'm not at all surprised by the response, as I myself certainly thought about giving it a shot. However, I'm not convinced $800 US and an XBox is a high enough purchase price to change my name, even if just for a year.

Now, NGenres CEO Tariq Bashir, on the other hand, is a prime candidate for this promotion. We've been calling him by the nickname "Turok" since launch. If I'm not mistaken, I'm the one that started the trend. We also have several other nicknames for him, which I won't name here for fear of being fired.

Editor-in-Chief Michael Loewer, out.

Source: Press Release