LILY ALLEN IMMORTALISED IN ONLINE GAME

To promote her forthcoming album “It’s Not Me, It’s You”, Lily Allen's record label Parlophone has released an online game named “Escape the Fear”. Lily features as the main character in an archetypal musician’s career escaping rising fear to achieve their dreams.

The concept of the game, created by branded entertainment specialist Matmi, is based on content from the album and the initial single, “The Fear”. Classic vertical scrolling screen action sees Lily Allen’s character jumping manically from platform to platform to outrun the rising fear which, if players are not fast enough, will swallow them up. The ten tricky levels include enemies and obstacles such as rabid handbag dogs, spikes of fear, credit card tossing bankers, jack-in-a-box springs and a really nasty end boss.

Dan Duncombe, Digital Director at Parlophone, says the game is part of an integrated online launch for Lily Allen’s new album: “We wanted to find a way to reach a new audience for Lily on her second album. We have numerous, successful touch points with her existing fanbase and we needed a vehicle to expand on these and reach those unaware of Lily and/or her second album."

Jeff Coghlan, MD at Matmi, has high hopes for the game: “This game is a retro platform game featuring pixelated graphics that we really love; in fact, we think it’s our most addictive game ever. This is the first time we’ve combined our seeding database - which is probably the best in the world - with an artist who is an online phenomenon herself. We’re hoping for some stunning results in player numbers, pass-on speed, geographical reach and play time. Watch this space!”

  Lily Allen Website