A streetball tour presented by Mountain Dew will be the focus of the first-ever sports video game developed by Ubisoft.
The video game maker is hitting the streets with area DJs in six top markets (New York, Los Angeles, Philadelphia, Chicago, Miami and Oakland, CA) to promote the game, And 1 Streetball, tying in to the And 1 Mix Tape Tour, a 25-city streetball tour presented by Mountain Dew.
Through the tour, Ubisoft will showcase radio DJs whose personalities and station logos are featured in the And 1 Streetball game, including New York’s Paul “Cubby Bryant” and Philadelphia’s The Hot Boyz. DJs from each market will promote the video game during the tour and on air through June 15. As part of the tour, DJs are promoting an exclusive video game soundtrack, the And 1 Streetball Exclusive Mix Tape, which features hip-hop artists from every region of the tour. The tour kicked off June 4 in Los Angeles at the Home Depot Center.
“Bringing together the talents of both rap artists and radio DJs from the same regions has never been done before in a video game,” said Jay Cohen, VP-publishing at Ubisoft, in a statement. “East Coast, West Coast, North and South; no matter where gamers are, we wanted them to experience the local vibe of the cities straight from the And 1 Mix Tape Tour. Introducing hot new music through the voices of radio’s most recognizable personalities makes the experience more true to life and engaging for players.”
On-site signage supports the And 1 Mix Tape Tour. ESPN broadcasts the tour. Brands integrated into the game include Tylenol, which sponsors in-game instant replays, Dodge Caliber and Virgin Megastores, which has courtside signage.
On June 12, Virgin Megastore Hollywood will host a special signing event from 6 to 8 p.m. featuring four And 1 Mix Tape Tour players. And 1 players the Professor, Spyda, 50 and Silk, will be on hand signing copies of the And 1 Streetball video game and soundtrack and And 1 gear.
In a separate development, Mountain Dew is also lending its support for the And 1 Streetball video game challenge. Players can put their skills to the test on Xbox Live for a chance to win a personal Mountain Dew vending machine and also And 1 Mix Tape Tour merchandise (jerseys and DVDs). The content ends July 17. Online materials support.
And 1 Streetball gives gamers the ultimate basketball experience creating their own players and movies with the goal of becoming the next streetball icon. The game, available for PlayStation 2 and Xbox, sells for $39.99.
For more coverage on entertainment marketing
For more stories on event marketing
Network
