The great escape

You can buy without fear

Lily Allen’s single The Fear is being promoted via a viral music game. The game, entitled Escape the Fear, features Allen as the main character. Players must help Lily navigate 10 levels whilst avoiding obstacles such as paparazzi cameras, rabid handbag dogs, evil bankers throwing credit cards, alcohol and demonic puzzles.

“The instant gratification of this type of game makes it inherently viral […] we are potentially reaching a new audience who are not listening to the radio or reading the music press” said Dan Duncombe, Digital Director at Parlophone.

The game itself is played out in the 2D retro Donkey Kong style and sees Lily herself striking an uncanny resemblance to a Bratz doll. (could she follow the Katy Perry doll with this far more consumer friendly version?). The site includes the video for the single and plenty of embed options for the user’s favourite social portals. It also has the option to email the viral game to friends.

Plus there is a competition attached to the game to win tickets to Lily’s sold out date at Koko on 28th January.

I’d drowned Lily within 30 seconds on the first level. It wasn’t intentional I swear.

http://www.lilyallenmusic.com/lily/fear