CONSUMER-MARKETING | ENGAGEMENT

Calling all gamers: Nintendo and AOL.com are on a mission to give one video-game playing consumer the ultimate opportunity to be the first in the world to play Nintendo's next home console system, Revolution.

Toyota Motor Sales USA, Inc. is maximizing its partnership with the National Basketball Association through the launch of the league's 2006 Finals Trophy Tour to five military bases in the U.S. heartland.

Visa is bringing its "Life Takes Recycling" TV spot to the streets of New York City next week to drive home a message that checkbooks are becoming obsolete.

Marketers have lined up to back NBC's newest reality quest series, Treasure Hunters. Attendees at the Association of National Advertisers Forum for Branded Entertainment on Wednesday got a preview of branded entertainment deals tied to the new show.

Wal-Mart will host "Fresh Start for Spring" events this weekend in 1,000 stores with six sponsoring brands: Weight Watchers, Suave, Nature Made, Mott's, Sunkist and WD-40.

Mariah Carey has inked a unique deal with Pepsi to write and record original downloadable ringtones a part of a summer promotion.

Branded entertainment is becoming an important tool in marketers' arsenal to reach consumers and is steadily growing, a recent survey found.

Wm. Wrigley Jr. Co. is running a poker-themed collect-and-win game across five gum brands, dangling a grand prize of $250,000.

The Upper Deck Co., a trading card company, has launched its first rewards program for kids. The program gives kids points for cards purchased in the company's Major League Baseball line of products.

Shell Oil Products U.S. is dangling gift cards as an incentive to get prospective customers to sign up for its new credit card.