The idea behind Identity Marketing, which emanates from Dr Simeon Cantrell of the Institute of Science in Marketing, is that in the same way as a company might buy a television commercial, a billboard poster or a radio spot, they can now buy human identities. Acclaim UK has been the first company to embark on this cutting edge marketing route.

Proving the fact that Dr Cantrell believes that this type of marketing will become commonplace within the next 5 years, over 10,000 people applied to change their names to Turok through the website set up by Acclaim at www.mynameisturok.com.

Shaun White, Acclaim's UK Communications Manager said: "The five Turoks will no doubt speak to and meet tens of thousands of people between them over the next year and will be walking talking adverts for the Turok video game. We think this type of advertising is sure to take off and will prove to be a big hit for both Acclaim UK and Turok Evolution."

The five pioneers of Identity Marketing are each being paid £500 and will receive an Xbox and copies of the new Turok game for their troubles. They are free to change their names back to their original names after one year if they wish to.