The UK distributor of the blockbuster Transporter franchise is piggybacking off mobile games to boost interest in the movies.

With The Transporter Refuelled set to launch on 4 September, Icon Film Distribution has teamed up with Gameloft to create a sponsored level in Asphalt 8: Airborne.

Pedal to the floor

With over 490,000 UK players a month, it’s one of the most popular racing games on mobile – and packs a sizeable audience for movie makers to tap in to.

The new campaign is the first of its kind in Europe, and allows Asphalt 8 players to drive the movie’s iconic Audi in a specially themed racing level, and peppers the experience with video and full screen ads.

“The Transporter Refuelled is an exciting new step in this much loved franchise,” said Jack Smith, digital account planner at Target Media – the firm charged with conceiving the campaign.

“With Ed Skrein taking on the role of Frank Martin we knew it was important to get real racing fans behind him. Asphalt 8 allows us to access those fans direct and because Gameloft checks the age of those playing the game, we know not a single ad is wasted.”