Max Power And Electronic Arts Feel The Need For Speed
Emap Advertising and MediaCom have secured a bespoke cross-media campaign with Electronic Arts to promote the launch of the new Need For Speed Underground 2 computer game across its range of Max Power branded media.
The promotional activity launches in this month’s Max Power magazine and runs across its online, SMS and live event platforms. It will give the performance car magazine’s readers the chance to win a cash prize of £20,000.
The campaign creative centres around the search to find the best Max Power car in the world, with readers being given the chance to vote for their favourite car in each territory via the Max Power website.
The promotion will climax with the best cars being shipped to the UK for an ‘ultimate race offš at a secret location in November. The event will coincide with the launch of the new Need For Speed Underground game, just prior to the Max London show.
Commenting on the deal, Rhiannon Thomas, account manager, Emap Advertising, said: “We are hugely pleased that EA Games has again chosen to use the unique cross media platform offered by Max Power. This campaign features unique editorial concepts and the editorial team are very excited about the real value it adds to the magazine.”
Stuart Lang, brand Manager at Electronic Arts, added: “This tie up is the perfect brand fit for Need for Speed Underground 2. We are delighted to be working with Emap Advertising again and look forward to building on the success of the original campaign.”
Earlier this week, Emap Advertising and Carat secured a £450,000 deal to promote the relaunch of Smirnoff Black Ice across a range of Emap’s men’s lifestyle magazines including FHM, Arena, Empire, Q and Zoo (see Emap Advertising Brings Black Ice To FHM Readers).
Emap Advertising: 0207 295 8537 www.emapadvertising.com
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