First-ever UPS Videogame Product Placement Earns a Pit Position
ATLANTA, Sept. 2005 - NASCAR fans who responded to the UPS (NYSE:UPS) advertising campaign by encouraging Dale Jarrett to race the big brown truck now can experience the thrill themselves in NASCAR 06: Total Team Control, the latest EA SPORTS™ branded NASCAR videogame.
Beginning tomorrow, race fans can complete a virtual lap in the UPS package delivery truck as a fully-functioning vehicle, representing UPS's first videogame product placement of the truck.
Gamers can "race the truck" in the NASCAR NEXTEL Cup Series level by either earning access through virtual on-track performance or by entering a special unlock code in the driver profile screen - "First Name: Race; Last Name: TheTruck." This code activates the familiar package car for competition when players race as Dale Jarrett for the Robert Yates Racing team.
"No other NASCAR sponsor has a brand asset similar to the big brown UPS truck that is so fully integrated into a marketing campaign with a product placement of this nature," said Patrick Guilbert, UPS vice president of sponsorship and events.
UPS is the official express delivery company of NASCAR and primary sponsor of the #88 UPS Ford Taurus driven by Dale Jarrett for Robert Yates Racing in the NEXTEL Cup series. The UPS shield also can be found on the #38 M&Ms Ford Taurus and the #90 CitiFinancial Ford Taurus through an associate sponsorship with the Yates team.
NASCAR 06: Total Team Control is produced by Electronic Arts for the PlayStation®2 computer entertainment system and Xbox® videogame system from Microsoft. The official Web site for the game is totalteamcontrol.com.
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