Published in Games
EA teams with Gillette for tournament deal
by David Stellmack on29 August 2008
From razors to video game, cross-promotion happiness
Gillette, one of the Proctor & Gamble companies, is about to enter the world of video games with a promotion agreement with powerhouse Electronic Arts. The agreement will first be seen in the co-branding of the Gillette/EA Sports Champions of Gaming.
The winners of the worldwide championships will get the chance to play sports stars as part of the glory for winning. Superstars that are said to be included are Tiger Woods, Roger Federer, and Derek Jeter among others.
Gillette sees the promotion as a good thing and it fits in with the male audience that it is trying to reach. The majority of the gaming will take place over Microsoft’s Xbox Live service on the Xbox 360 platform.
The Gillette deal will include joint marketing and promotions is North America, Latin America, Western Europe, and Asia but no additional details were announced on what form these joint promotions might take beyond the Tournament, but in game advertising has not been ruled out according to sources.
The games that will be included to see are Tiger Woods PGA Tour 09, NASCAR 09, Madden NFL 09, NBA Live 09, and FIFA Soccer 09. (Absent from the announcement was NHL 09 which was surprising the game has had a good following in North America). The global finals will be held in Tampa Florida in January 2009. Stay tuned for additional details as they become available.