NOVA Entertainment has partnered with independent game publisher Ubisoft to launch survival game FarCry4.

Created and developed in conjunction with Sydney digital agency Yell Digital, the campaign transforms the NOVA Network’s digital homepage network into a fully interactive experience. Media for the campaign has been handled by Essence.

Visitors to the Novafm.com.au site will be transported to the fictional world of Kryat, to find and locate the radio network’s ‘Novaboy’. Once located, players will have the opportunity to enter into a competition to take home a $10,000 cash prize.

The takeover is the latest execution from the NOVA Network and Yell.

David McGrath, NOVA Entertainment’s digital commercial operations director discussed that the Ubisoft FarCry4 rich media “takeover” is a further example of NOVA’s ability to combine the latest ad technology with creative that is entertaining and engaging.

McGrath said: “With FarCry4, we have launched a dynamic homepage takeover that is a game in its own right. Our team utilised the virtual landscape from FarCry4 to “stitch” together a 360 degree fly-around that puts you right in the middle of the action as users search for Nova Boy on a fictional Himalayan mountain top.”

“Following on from our highly successful Watchdogs launch which was also for Ubisoft, NOVA Entertainment continues to produce digital creative experiences that go beyond the everyday. Connecting brands with their audience, delivering impact… and most importantly results,” he added.

Ubisoft’s Group PR & brand manager Ben Taylor commented: “We are speechless, the Far Cry4 NOVA campaign looks set to exceed all expectations on the first day.”

Yell digital’s director Nigel Roberts said partnering with the NOVA Network added a new level of strategic digital thinking to an already compelling proposition.

“NOVA has the foresight and ambition to position its digital platforms as a key driver of engagement to complement its market leading radio proposition,“ he said.

“Yell’s creativity and technical expertise enhances NOVA’s digital offer and sets their online channel apart from other Australian radio networks,” he added.

Yell’s previous work for the NOVA Network has included a hugely successful launch of Ubisoft’s Watch Dogs, building a white label, branded radio station Ben and Jerry’s FM and creating a content portal for the Victorian Racing Carnival.