Max Power Feels The Need For Speed With Electronic Arts
Emap has secured a cross-platform advertising deal with Electronic Arts to promote the launch of the new Need For Speed Underground computer game across its range of Max Power branded media.
The promotional activity runs until January next year across Max Power‘s magazine, online, SMS and live event platforms. It will give the performance car magazine’s readers the chance to win their own customised super car.
The initiative is designed to encourage readers to submit their dream modifications to a choice of two cars on a bespoke microsite. Participants are then entered into a draw to win the car they have designed.
The two best entries will be invited to November’s Max Power live event in London, where they will manage the building of their own cars before racing against each other on the cruise strip. The winner will get to take home their dream car.
Commenting on the campaign, Rhiannon Thomas, cross media account manager at Emap, said: “This campaign has been an astounding achievement, integrating the entire multi-platform Max Power proposition. And the success of this has been seen in the thousands of Max consumers who have immersed themselves within the underground world of Need For Speed even within the first week of promotion.”
The latest ABC results for the six months to June 2003 show that Max Power saw its circulation increase by 11.1% year on year to 239,668, up from 215,764 in the same period the previous year.
Analysis over a longer ten year period shows that the magazine has performed strongly since in launch in April 1993 with circulation rising steadily. Max Power continues to attract readers with its uncompromising focus on performance cars and the lifestyles of those who drive them.
Earlier this week Emap secured a multi-platform advertising deal with Clear Channel Entertainment to promote Shania Twain’s forthcoming UK tour across its range of Magic branded media (see Magic Secures Multi-Platform Deal With Clear Channel).
Emap: 01733 568 900 www.emap.co.uk
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