Nintendo Game Cube: launch sees £500,000 cross-marketing deal with Emap
Nintendo has signed a £500,000 cross-marketing deal with Emap to back the forthcoming launch of its Game Cube console on May 3.
The deal, brokered by Starcom Motive, will incorporate television, online, magazines, SMS and viral e-mail.
Emap has created a dedicated Game Cube web site, www.cubeclub.co.uk, complemented by Game Cube articles and competitions on Emap's web portfolio, including FHM.com, Max Power.co.uk and Kerrang.net.
Online activity will be complemented by the magazine line up with FHM, Empire, Max Power and Mixmag running three-month ad campaigns.
Phase two of the campaign begins at the end of April with Nintendo sponsoring Emap's TV music channel The Box for one week.
Nintendo UK marketing controller Dawn Paine said: "This campaign communicates the Nintendo Game Cube launch in an innovative and exciting way."
Starcom Motive head of TV buying and sponsorship Adam Bishop added: "The deal points the way for an exciting future for Emap and clients that care to benefit from consumer relationships. We've worked very closely with Emap to produce a highly creative campaign."Nintendo has also struck a sponsorship deal with rival digital TV channel MTV, including sponsorship of a 42-date club tour, to back the launch and has also signed up as an official sponsor of Yahoo!'s official world cup web site FIFAworldcup.com