EA, Mazda Find "Need for Speed"
Posted by jgaudiosi :: Advertising in Video Games
EA has integrated the new MAZDASPEED3 into "Need for Speed Carbon," which ships November 1. This is part of a marketing effort that includes heavy inn-game exposure, an in-store pre-order campaign in GameStop and EB Games stores providing consumers the opportunity to win great prizes including a MAZDASPEED3 car, and a month long mall event tour in 16 markets where a car will be on display and consumers can compete in an organized tournament to win tickets to attend a party and compete in a final championship tournament in Las Vegas, where the winner will drive off in a new MAZDASPEED3.
In-store and online media will support the program including custom spots and content to air on GameStop and EB Games in-store TV networks nationwide, custom branded retail bags with artwork of the game and car, retail bag inserts, signage and online exposure. These events will be filmed and hosted on Mazda’s Web site for consumers to view.
“The 263-hp, 155-mph MAZDASPEED3 kicks asphalt and takes names, and 'Need for Speed Carbon' is the perfect way for us to bring this exciting new vehicle to market in an all-new way,” said Jim Jordan, Alternative Marketing Manager for Mazda North American Operations.
“We already attract one of the youngest new-car buyers in the industry, and with the assistance of EA and GameStop, we intend to continue that trend." "This relationship strategically leverages the physical store and online reach of the company’s 3,600 U.S. GameStop and EB Games stores, while providing an exciting new opportunity to reach gaming enthusiasts nationwide,” said Jack Beuttell, Senior Vice President of Marketing, GameStop.
Developed by EA Black Box, Need for Speed Carbon ships for current and next generation platformns, as well as portable and mobile devices.