Foster’s is giving consumers the chance to win a unique trip to “the thirstiest place on earth” – Ayers Rock, Australia – in an on-pack summer promotion in partnership with music and discovery app, Shazam.

Running until August 31st, the on-pack prize draw means Foster’s fans who buy a multipack and ‘Shazam a Can’ could win a variety of items including chill disks, chiller seats and slings, as well as well as the ultimate trip to “the thirstiest place on earth”.

Shoppers just have to scan the Shazam icon on the can with their mobile devices to enter the competition. They will be notified instantly if they have won one of the thousands of instant prizes.

The winner of the trip to Australia will be selected via a prize draw at the end of the campaign.

Foster’s says it is activating its “For the thirsty” platform throughout the summer months to drive penetration at a time when shoppers are looking for crisp, cool refreshment.

Toby Lancaster, Category and Shopper Marketing Director for Heineken, says: “With 52% of beer and cider value sales taking place over key seasonal periods, our on-pack promotion throughout the summer offers a great opportunity for retailers at a time when shoppers are looking for crisp, cool refreshment. Activating on-can means that we that we are able to cover a greater number of our SKUs, incentivising purchases and driving additional sales for retailers over the summer months. We are very much looking forward to revealing the lucky winner at the end of August.”

Foster’s on-pack promotion is available across 4 x 440ml, 10 x 440ml, 12 x 440ml and 18 x 440ml can pack formats and also Foster’s single 440ml and 568ml cans.

Heineken is the UK’s leading pub, cider and beer business. The company owns around 2,900 pubs as part of its Star Pubs & Bars business, and employs almost 2,200 people. Its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Amstel, Birra Moretti and Old Mout, as well as a range of niche and speciality beers.

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Jaguar Land Rover is driving footfall to its stand at this year’s Goodwood Festival of Speed with a specially-commissioned exclusive digital Top Trumps App for Festival visitors, covering both the Jaguar and Land Rover marques.

The Jaguar Land Rover Top Trumps app is available for iOS and Android from July 9th, and players will be able to compete against each other for a ranking on a live leaderboard as well as the chance to win daily prizes including trip for two to the Ice Drive Academy in Sweden, including flights, tuition and luxury accommodation, year’s membership of a David Lloyd Club for two or £200 to spend in the Jaguar Land Rover boutique.

Visitors to the Festival will receive a Super Top Trumps card (a card that can be added to a Top Trumps pack) when they enter. This card will encourage them to go to the Top Trumps area situated within the JLR stand and download the app via Wi-Fi to receive their exclusive JLR pack of Top Trumps. They can also book test drives and order brochures, while JLR will use the opportunity to capture data on interested visitors.

The app has two games, a single player mode called the Goodwood Challenge and, a Multi-player Shootout.

The Goodwood Challenge will feature a live leader board, with the highest ranked players in line to win the daily prizes. Players will also have the opportunity of boosting their leader board scores by viewing JLR’s cars on the stand and in the paddock.

The Multi-player Shootout enables players to challenge other players randomly or by username.

JLR worked with the owner of the Top Trumps brand, games company Winning Moves, which owns IP rights to a number of classic games in the UK, Europe, South Africa, North America and Australasia. As well as owing the hugely popular Top Trumps brand, Winning Moves has a license from Hasbro which allows it to create special versions of games such as Monopoly, Cluedo, Trivial Pursuit, Connect 4 and Guess Who, which are often used in promotional campaigns. Winning Moves has worked with companies including Shell, Sky News, McDonald’s, Kerry Foods, Ferrero, Mirror Group Newspapers, Singapore Airlines, BMW, Peugeot, BT TV, Hovis, British Gas, Merlin Entertainment, Metro Group, Cadbury’s, Nestlé Purina, Coca-Cola and Weetabix.

Located alongside the Jaguar Land Rover stand will be Jaguar’s F-TYPE Drift Experience, allowing fans to see, hear and feel the raw performance of a Jaguar sports car drifting in the hands of a professional driver. The experience will be running throughout the show, accessed from the Jaguar Land Rover stand.

Jeremy Hicks, Jaguar Land Rover UK Managing Director, says: “This year at Goodwood Festival of Speed we’re celebrating everything that the modern Jaguar brand is about; stunning design, innovation, heritage and incredible performance. From F-PACE SVR roaring up the hill and F-TYPE on the drift track to the XJ50 and all-electric I-PACE on the Jaguar Land Rover stand, we’re looking forward to putting on an astonishing show for all Festival of Speed visitors.”

The 5.0-litre supercharged V8 F-PACE SVR will be tackling the Goodwood hillclimb at its UK debut, as will the most powerful Jaguar ever – the 600PS XE SV Project 8 and the Invictus GT4 Racing F-TYPE SVR. Festival of Speed visitors will also have their first opportunity to see the Jaguar XJ50, a special-edition model designed to celebrate 50 years of the iconic XJ saloon. The XJ50 will appear alongside Jaguar’s revolutionary new I-PACE all-electric SUV on the Jaguar Land Rover stand, as part of the brand’s largest ever presence at Festival of Speed. The company is also celebrating the 70th birthday of the Land Rover.

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Treasury Wine Estates (TWE) has extended its use of Augmented Reality (AR) technology to cover its Lindeman’s Gentleman’s Collection brand.

Following the success of the 19 Crimes Augmented Reality app, Gentleman’s Collection, which launched in 2015 and is widely stocked across UK grocery and convenience, has now been equipped with the same innovative AR technology.

Scanning the front label of the Gentleman’s Collection bottle with a smartphone or tablet will load a ‘Gentleman’s Guide to Augmented Reality’, as told by Dr Henry Lindeman himself, the founder of the Lindeman’s winery.

And with a nod to this new innovation and the success of the 19 Crimes AR experience, TWE has now launched a new app which will bring all of its AR technology “under one roof”. The ‘Living Wine Labels’ app, which is now available in the app store, will host all brand experiences for Gentleman’s Collection and 19 Crimes.

The 19 Crimes app has enjoyed significant success since it launched in October 2017, with over 20,000 people downloading the app in the UK alone and it being used by over 150,000 people.

The launch of the technology for the Gentleman’s Collection range will be supported by on-pack communication – all bottles will have an on-pack sticker, while the back label copy will inform consumers at the point of purchase about the AR and app. And, of course, Gentleman’s Collection will now visible on the new Living Wine Labels app

UK shopper marketing support will focus on promoting the AR technology in Father’s Day activation. For example, Nisa will be supporting it with an online campaign and in-store gift bags, while across Asda there will a sampling campaign as well as in-store gift bags.

From a consumer perspective, the brand will use lifestyle influencers in the UK to leverage its reach and introduce Gentleman’s Collection and its AR technology to a new audience; this will be further supported by a series of paid social media posts.

Kirstie McCosh, Marketing Director, Europe, says: “Following the huge success of the same activity with our 19 Crimes brand we are very excited to unveil the addition of Augmented Reality to Gentleman’s Collection. It brings another dimension to the shopper experience with Gentleman’s Collection – becoming a further talking point to share and enjoy with friends. From an in-store perspective, Augmented Reality elevates Gentleman’s Collection’s presence, appealing to and engaging consumers with an interactive opportunity.”

The ‘Living Wine Labels’ app is globally available and will host the relevant brands in specific markets. In Europe, the focus will be 19 Crimes and Gentleman’s Collection.

Treasury Wine Estates (TWE) is one of the world’s largest wine companies, with a portfolio which includes Penfolds, Lindemann’s, Wolf Blass, Beringer, Gabbiano and Greg Norman Estates. TWE is focused on portfolio premiumisation and brand-led marketing and its wine is sold in more than 70 countries around the world.

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The UK’s biggest selling stock brand, Knorr, has launched a new online tool, ‘Eat Your Feed’, an app which analyses a user’s Instagram feed and serves up a personalised selection of recipes based on their experiences.

Users just connect using their Instagram account and the Eat Your Feed bespoke technology suggests recipes personalised to their feed. Accessible on mobile, desktop or tablet, the tool suggests recipe ideas along with ingredients and cooking methods to create quick and tasty meals in the comfort of users’ own homes. They can save the recipes or, with a few clicks, add the ingredients (including Knorr products) to their shopping basket.

Creative digital agency AnalogFolk made Eat Your Feed possible by turning data from the Instagram post into a matching recipe from the Knorr recipe database. AnalogFolk used visual recognition and individual image data to build a bespoke AI algorithm, and trained it to understand posts and match to the perfect recipe.

Each Instagram image holds a very rich source of information. Every image has data that contains the time it was submitted, potentially a geolocation if the user added it and, of course, the caption. The location provides the city and country name, and the caption, containing phrases and keywords, supplies context.

For the image itself, AnalogFolk incorporated the IBM Watson Visual Recognition service to identify the scenes and objects in the picture – for example Nature, Beach, Lake, Snowboard, Dog etc.  This created a list of keywords that a bespoke prioritising algorithm scores and then finds the best match from the Knorr recipe database the perfect match.

The Eat Your Feed tool will be supported by the world’s first Instagram powered restaurant, created by Knorr’s PR agency W Communications, where traditional menus will be scrapped and instead diners will be served meals matched to their Instagram feeds. The one-of-a-kind pop-up dining experience takes place on Wednesday 11th April at Jones & Sons restaurant in Islington, North London. Once the technology has analysed each diner’s feed, it will then share personalised recipe suggestions with the Jones & Sons restaurant kitchen. The innovative dishes served at the restaurant will each match a special memory captured on Instagram.

Philippa Atkinson, Senior Brand Manager Knorr UK & Ireland, says: “Eat Your Feed is an innovative concept that showcases the transformative power of Knorr stocks to a new younger generation, adding twists to their favourite recipes or discovering new ones. We’re excited to be the first Instagram inspired recipe solution – using our consumers’ own posts to prompt recipes with real value and relevance we know they’ll love, as well as a reminder of the great adventures they’ve had in the past.”

The Knorr brand is owned by Anglo-Dutch food and household products company, which acquired it in 2000 when it bought Best Foods. Knorr makes a range of products including stocks and soup mixes.

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Carlsberg UK will be giving away a prize bundle including Live Nation and O2 Academy tickets to one lucky winner each week for 12 weeks, as part of its partnership with music event organisers Live Nation and to celebrate the Danish beer brand’s up-weighted focus on live music for 2018.

The promotion launches as Carlsberg announces plans to bring back its highly-successful ‘The Danish Way’ campaign, fronted by Danish film star Mads Mikkelsen, in May 2018. Last year, the brand spent an estimated £15m on ‘The Danish Way’, which marked its move away from an 20+ year sponsorship of the England football team and a new, more up-market positioning targeting Millennial drinkers.

Carlsberg will be running on-pack promotions across six million packs of Carlsberg and Carlsberg Expørt on sale in 21,000 off-trade stores – including grocers, impulse, convenience and wholesalers – across the UK from April to June 2018.

The prize packages will each include six tickets to a Live Nation festival and six tickets to three O2 Academy gigs throughout the year, with artists scheduled to play the venues this year including Kylie Minogue and Justin Timberlake.

To enter, consumers need to use the Shazam app to scan the ‘Shazamable’ limited edition promotional packs of Carlsberg and Carlsberg Expørt. They will then be directed to the competition page, where winners will be instantly notified and will be able to redeem their prize.

Carlsberg UK will be supporting the activity in-store with increased presence such as gondola ends and free-standing display units bolstered by online activations including website banners and targeted advertisements.

Carlsberg UK announced an extended five year sponsorship deal with Live Nation in April 2017. Live Nation is the world’s leading live entertainment company, behind some of the largest festivals in the UK.

That agreement gave Carlsberg UK unprecedented partner, sponsorship and official supplier rights for Live Nation’s festivals, venues and Academy Music Group venues throughout the UK. In addition, Carlsberg became the Official Beer and Somersby Cider the Official Cider of Live Nation. Carlsberg announced at the time the deal was signed that it wanted to connect with and engage Millennial drinkers.

Carlsberg and Somersby will be served at Live Nation festival events including Reading and Leeds, Download, Creamfields, Virgin V Festival, Wireless, TRNSMT and Latitude festivals.

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Zipjet, the leading on-demand laundry and dry-cleaning service company in the UK and Europe, is running a face-to-face leafleting campaign focused around key London transport hubs and other locations where the brand’s target audience – 25-40 year old time-poor business men and women – can be found.

The activity, created and managed by specialist experiential staffing agency StreetPR, kicked off in mid-January and will continue for the foreseeable future, covering locations including Oxford Circus and the West End, Kings Cross, Liverpool Street and the City of London. StreetPR will be recruiting and managing teams of brand ambassadors in branded Zipjet clothing, who will be handing out flyers promoting an offer of £10 off an initial order.

The face-to-face flyering campaign is part of an integrated marketing strategy which links the company’s online marketing with its offline activities, which also include bus and train ads.

Cory Egitton, Zipjet’s Marketing Manager for the UK market, says: “We are trying to connect our online advertising to direct interactions with potential customers. We’ve used face-to-face marketing in the past – we find that direct contact with potential customers is a huge boon to our brand. With face to face contact, we’re able to answer questions in real time, engage with people and really emphasise what Zipjet is all about. By using face-to-face flyering – concentrated in high-footfall areas our target groups are known to frequent – we’re able to relay our message directly to the consumer.”

Dorian Payne, Head of Operations at StreetPR, observes: “We’re delighted to be working with Zipjet on this ongoing campaign – as we’ve demonstrated with a number of other on-demand tech-based companies like Deliveroo, Uber, UberEats, Urban Massage and Chariot, experiential and face-to-face marketing can help bridge the gap between the screen and the street and introduce a human face to an online brand.”

Zipjet’s marketing emphasises how the brand is built around its customers and their needs. It offers competitively-priced and flexible laundry and dry-cleaning services, including pick-up and delivery times to suit customers anytime from 6.00am to 9.00pm and an Express service with a 24 hour turnaround. There is a minimum charge of £15 for consumers, and the company also offers a corporate service, plus services for restaurants and airbnb hosts.

Consumers download the Zipjet app, choose their collection and delivery times and place their order. They get two laundry bags when they register, one for individual items like shirts and dry cleaning, and the other for bulk, everyday items. Once they have booked collection, they hand over their laundry to their Zipjet driver and it will be cleaned, ironed and delivered back to them within 24 to 36 hours, depending on the level of service selected.

Zipjet was founded in London in 2014 and is backed by German high-tech start-up incubator, Rocket Internet. The startup has since expanded to Berlin (2015) and Paris (2016). Zipjet’s says its mission is to revolutionise the way laundry is done, liberating consumers from tedium and enabling customers to unlock extra time. It is now the leader in its market across Europe.

Launched by entrepreneur James Rix in 2012, StreetPR is the biggest individual supplier of staff to London’s competitive nightlife industry and in recent years has expanded to supply promotional staff and brand ambassadors to gyms, hotels, restaurants, event and festival organisers, retailers, sports and event stadia, the public sector, FMCG brands, telecoms and tech companies. More recently, it has won significant business from online services providers including Deliveroo, Gousto, Hello Fresh and Hassle.

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Savoury snack brand Mattessons Fridge Raiders has partnered with the world’s biggest gaming franchise, Call of Duty, for the launch of Code Strike, a mobile game that will test gamers’ code breaking skills.

The promotional campaign supports the global launch of Call of Duty WWII. It was created by Saatchi & Saatchi London.

Special promotional Call of Duty packs of Fridge Raiders will also be available on shelf with UK exclusive 2XP codes which will enhance the gaming experience. These codes can only be redeemed by downloading the Code Strike app.

Set within Bletchley Park during WWII and created in partnership with Bletchley Park Trust and The National Museum of Computing, Code Strike features numerous puzzles which have all been specially designed to test key abilities required to be a real code breaker, such as: reaction speeds, memory recall and reasoning plus computational thinking.

The game has been designed to reflect and celebrate Britain’s history of code-breaking and in particular the efforts of the Allied war effort during WWII. In 1942, Bletchley Park recruited a team of code breakers with a cryptic crossword featured in The Daily Telegraph. It was in this iconic location that Alan Turing, regarded as the father of modern computing, and other Allied code breakers broke the German Enigma code.

Included within Code Strike is a hidden challenge that only the most capable of code-breakers will be able to unlock. In partnership with Cyber Security Challenge UK, an initiative established to strengthen the national pool of cyber skills, 15 elite codebreakers will be fast tracked to a prestigious face-to-face competition, and could even be recruited into the next generation of cyber defenders.

Building on last year’s campaign, Snacker Hacker, which taught 70,000 coding lessons to teen gamers, this initiative is the fourth campaign from Fridge Raiders to target the gaming community.

Alastair Gibbons, Senior Brand Manager at Mattesons brand owner Kerry Foods, says: “Our ambition is to make fridge raiders to gaming what popcorn is to film. Over the past five years we’ve seen significant commercial and brand-health growth from targeting gamers and we’re excited to see the success of our Call Of Duty partnership over the next coming months.”

Will John, Creative Director at Saatchi & Saatchi London, adds: “We’ve always looked to collaborate with gamers, to showcase their creativity and skills. We’ve let them co-create a meat-snacking helmet. We’ve helped them develop an A.I. robot. We’ve even taught them how to code. Now we’re powering them up into code breakers.”

The campaigns are rooted in research that revealed that 61% of UK teens game and snack after school – and that when they get home, they open the fridge door first. This latest work supports Mattessons’ ambition to make Fridge Raiders the ultimate protein-rich gaming snack for hungry teens.

To launch Code Strike, three 30 second films have been created for VOD and Social, targeting gamers on Twitch and gaming YouTube channels and will also appear at DOOH sites at Tesco and ASDA stores nationwide as well as in selected Student Unions.

Continuing the relationship with YouTuber Ali A, which began with the successful FRHANK campaign for Fridge Raiders in 2014, Mattessons has created a Facebook live event to launch the app.

The Code Strike APP is available now to download on iOS and Android.

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The events and experiential industries can benefit from specialist apps, says Greg Lusk of Liveforce. SPONSORED COMMENT

The role of technology should be to make our lives easier.  Innovations in streamlining, problem solving and improving communication are leading us towards a greener, happier technological utopia.  We may not be there yet, but in the last 10 years there has been a huge shift as investment in software and mobile applications continues to rise at a healthy rate.

Our relationship with technology is stronger than ever, with smartphone users spending 90% of their time on mobile apps rather than browsers.

Mobile apps have changed the way we shop, the way we work, the way we date, the way we manage our time and communicate. Now we are seeing significant growth in apps designed to help ease the burdens of our working day, particularly in the events and promotional industries.

Technology and the promo event manager

Great promo events don’t just happen.  There’s a lot of hard work behind the scenes, most of which falls on the shoulders of Event Managers, who have a special set of juggling skills.

On any given day, there are brand ambassador and freelance staff to collaborate with, venues to coordinate, a long list of tasks to check off, pressure to increase attendance – and all of this within strict deadlines.  The outcome is time-consuming and stressful.

Yet the events industry has been relatively slow on the uptake to digitise.  Notoriously analogue, surrounded by paperwork, a typical planning wall has traditionally been covered in post-it notes and cross checked with excel spreadsheets.

There’s no need for that any more, however. In recent years, developers have been designing software to help streamline tasks and salvage the sanity of the over-worked stressed out events manager by.

Arguably, we are now firmly in the age of automation, and the digitisation of Event Management is revolutionising and professionalising the industry.

Impact of the ‘Gig Economy’

One area where technology has particularly changed lives is in employment – and in driving the growth of the so-called ‘gig economy’. The whole process of finding freelance work is now easier and much more rewarding.  An estimated 5 million UK workers are now employed through staffing apps and platforms.

These are replacing more traditional modes of employment with a system which offers a far more flexible working schedule, and one which many believe drives productivity and performance. Mobile devices are the gateway to a more agile and responsive workforce, regardless of where they are.

Event management software leading industry growth

The Events and Experiential industries are going through an exciting growth period.  Automation is a culmination of a multi-decade evolution.  It seeks to change the traditional experience of event planning, moving away from the current complex and manually intensive model.  Event Management Software is a fast-growing sector.  Forecasts suggested a growth from $5.44 billion in 2016 to $9.28 billion in 2020, a CAGR increase of 11.3%.

Factors pushing growth

• Smartphone users increase – 203% increase in mobile app usage at live events.
• Expectations – most attendees will assume there is an app for the event. They want to engage and enhance their experience.
• Rising budgets for events.
• Use of cloud platform.
• Existing products.

This leads to a need for products that have the capabilities to constantly change, adapt and improve.

There’s an App for that…

Born from the need to digitise, there are a number of products available that can problem-solve for event planners or improve the delegate experience.

Among others, Etouches, Bizaboo and CVent provide an all-in-one offering.  Eventbrite is a well-known and widely-used ticketing site that also successfully attracts attendees.  Boomset allows guests to check in and print their badge in one easy click.  Then there are experientials, like the Savor Band from Event Farm.  There is constant innovation in these areas, year after year.

Automation improves efficiency, saves time and sanity

The benefits of Event Management Automation are reduced stress and increased productivity for managers, this in turn has a positive impact on ROI.  Event Managers are reporting improved communication and tracking, the ability to create complex plans in minutes – all of which allows them to be more strategic & productive. This gives EMA users a competitive edge.

Taking promotional staffing software a step further

For the Events Industry and Promo Agencies, there are particular struggles and staffing issues are nuanced.  Managing multiple projects, multiple staff members, scheduling and sourcing crew used to result in hours spent scouring databases or excel spreadsheets or on the phone chasing staff or payroll.

The future of events and promotional planning lies in the development of apps with seamless integration and good user experience.

Greg Lusk is Founder of Liveforce AS, which offers an online automated freelancer booking and management tool for event and promo agencies.  It enables managers to easily recruit and manage crew, create job boards, manage timesheets and expenses.   With more and more freelancers, crew and promotional staff to manage, an interactive, powerful and flexible App will drive productivity.

Liveforce addresses the problems faced by event planners, managers and promotional agencies and delivers an app that resolves these issues.  The aim is to make working in the events and promo industries easier to manage for both organisers and freelancers, ultimately enriching the customer experience.

Liveforce is a sponsor of the IPM COGS Awards 2017.

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Hasbro’s PLAY-DOH brand is visiting cities across the UK this summer with its Imagination Tour roadshow, encouraging families to have fun and be creative with the PLAY-DOH brand through a number of hands-on activities.

The tour, created for PLAY-DOH by experiential agency iD, started in Southampton on April 19 2017 and will be visiting six different locations:

• Geronimo Festival, Warrington – May 27-29
• Westfield, Stratford – July 26-30
• Metrocentre, Newcastle – August 2-6
• Bristol Balloon Fiesta – August 10-13
• Birmingham Bullring – September 13-17

The interactive event has been designed to give curious thinkers and little explorers the opportunity to experience creative play with PLAY-DOH compound, Hasbro says. Entering through a giant PLAY-DOH tub, children can head straight to the play tables where they can create anything they wish with endless pots of PLAY-DOH compound at their fingertips.

Next, they can test their culinary creativity at the Kitchens Creations station where they can make wacky food creations. Once complete, they can share their culinary masterpieces at the photo board for a special picture with the Doh-Doh brand character as a keepsake.

They will also have the chance to try out PLAY-DOH TOUCH, the immersive app that brings sculpted PLAY-DOH creations to life in a new virtual PLAY-DOH world.

Hasbro is a global play and entertainment company which makes toys, games, television, movies, digital gaming and consumer products including Nerf, My Little Pony, Transformers, PLAY-DOH, Monopoly, Littlest Pet Shop and Magic: The Gathering, as well as premier partner brands.

iD is a multi-award winning specialist experiential and retail marketing agency which delivers large scale sampling campaigns, road shows, and immersive brand experience campaigns for clients including Britvic, PepsiCo, Mars and Unilever. Additionally, iD provides teams of highly-trained expert demonstrators in retailers throughout the UK for clients including Nespresso, Microsoft, Revlon, Elizabeth Arden, COTY and Sage Appliances.

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To mark the launch of highly-anticipated videogame Prey on May 5, computer and video game retailer GAME teamed up with legendary music brand, NME, to create an exclusive Augmented Reality (AR) audio visual cover wrap for NME’s free weekly magazine.

When viewed through the Scan-It feature on the free-to-download GAME app, the cover wrap becomes interactive, bringing the game to life, and allowing readers to truly get a sense of its atmospheric soundtrack.

Prey, from publisher Bethesda, has been launched for the Xbox One, PlayStation 4 computer entertainment system and PC at a recommended price of £44.99. GAME has an exclusive package including a Steelbook and Prey soundtrack selections CD.

GAME Retail is the UK’s leading videogames retailer. NME is one of the UK’s most famous and influential youth brands, covering music and culture since 1952. Initially a weekly newspaper, NME now reaches 8.5 million people via the website, social and other offsite distribution, video channels, app, live events and the free weekly magazine.

Prey is a first-person action-adventure video game developed by Arkane Studios and published by Bethesda Softworks. The game is set on a space station where research is carried out into hostile aliens; the aliens escape and players have to survive while finding a way off the station.

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