Zynga is launching a music partnership with rap artist Dr. Dre to help promote his latest album, Detox, within Zynga’s social game Mafia Wars. Players will be able to watch the music video for the album’s first single, Kush, within the game. Detox will ship to stores in early 2011 and will be Dr. Dre’s first new album in over 10 years. As part of the promotion, Zynga is launching an entire “Hustlin’ with Dre” area in Mafia Wars where users can collect branded Dr. Dre limited edition virtual goods including headphones, vintage cars, and weapons.
Mafia Wars players who participate in the themed area can become eligible to win a pair of Beats By Dre headphones or a signed copy of Detox on CD. Dr. Dre is also recording a video message that will be viewable only by players who earn the right in the game. The Mafia Wars promotion will reach the game’s over 19 million monthly active users. Zynga says Mafia Wars is the most popular crime-themed game in the world. The Dr. Dre campaign follows an earlier campaign featuring rapper Snoop Dogg, who blew up a 4-ton armored truck to celebrate Mafia Wars: Las Vegas expansion gaining 10 million users. Snopp Dogg is also featured in the Kush video.