Acclaim UK will choose five people from the tens of thousands that are expected to volunteer to take part in the Identity Marketing™ campaign. The five will then spend the next year as living, breathing advertisements for the Turok game. In the same way as a company might buy a billboard hoarding, newspaper space or television airtime, Acclaim UK will be renting the identities of the participants for a year.

The new marketing discipline represents a leap forward and it is believed will be tremendously successful for brands such as Turok. Conventional methods of advertising are decreasing in their ability to make a difference and it is believed that Identity Marketing™ is a new and very powerful way of getting through to consumers.

Shaun White, UK Communications Manager for Acclaim UK, said: "We've been staggered by the response. Naturally, we are looking at Identity Marketing™ as an experiment in our marketing strategy. But we've been truly amazed at the reaction we've had to the Turok project in such a short space of time."

The five new Turoks will each receive £500 and a Microsoft X-Box for partaking in this Identity Marketing™ project. People wishing to be considered need to apply online at www.mynameisturok.co.uk by September 2nd 2002. This will enable the successful applicants to have their new identities in time for the launch of Turok Evolution on September 6th.