Atari and Universal Motown Records Group Announce Joint Marketing Relationship
Monday, April 12th, 2004 1:22PM EDTCategory: Site Articles
Posted by: Seibertron Views: 19,410
Atariâ€™s TRANSFORMERS Video Game Hits Cross-Promotional Road with ReAlign/Universal New Band, DROPBOX
BEVERLY, MA â€“ April 12, 2004 â€“ Highlighting the entertainment industry relationships that have become its hallmark, Atari, Inc. (Nasdaq: ATAR) today announced an ongoing cross promotional collaboration with Universal Motown Records Group, which will tie-in ReAlign/Universalâ€™s hot new band, DROPBOX, with Atariâ€™s highly anticipated TRANSFORMERS video game for the PlayStationÂ®2 computer entertainment system, based on Hasbro, Inc.â€™s popular TRANSFORMERS brand.
This marketing relationship will utilize both traditional and non-traditional marketing vehicles to support both the May 11 launch of the TRANSFORMERS game and the DROPBOX album release on April 13. The campaign will include the utilization of DROPBOX performance footage and the TRANSFORMERS game footage in the bandâ€™s forthcoming new video and Atariâ€™s TV advertising spot; radio advertising, in addition to TV; online street teams; and live performances.
â€œThe high level of collaboration between
Elements expected to be included in this joint campaign include:
Â§ DROPBOX's debut single, â€œWishbone," as well as the bandâ€™s recording of its version of the TRANSFORMERS theme song will be available in the game as un-lockable bonus tracks;
Â§ DROPBOX's new music video for "Wishbone," shot by award-winning director, Nigel Dick, and produced by Quentin Tarantinoâ€™s production company, A Band Apart, will feature TRANSFORMERS game footage;
Â§ A TRANSFORMERS brochure will be included in 1 million Universal Records music CDs;
Â§ Atariâ€™s TRANSFORMERS TV commercial will highlight the "Wishbone" sound track and portions of the bandâ€™s music video;
Â§ DROPBOX will be included in Atariâ€™s national print advertising campaign for the TRANSFORMERS game;
Â§ The DROPBOX multi-city promotional radio tour will include mention of its tie-in with Atariâ€™s TRANSFORMERS video game;
Â§ Atariâ€™s in-store TRANSFORMERS videos will feature DROPBOX's "Wishbone" single and its version of the TRANSFORMERS theme song;
Â§ Universal will develop and produce key account radio commercials which will include a TRANSFORMERS tag;
Â§ A fully integrated on-air and online promotion with the FUSE music video network will include:
o A live appearance by DROPBOX on the live daily show â€œIMXâ€ that will also feature behind-the-scenes footage from the filming of the music video;
o An online campaign including the IMX â€œDaily Downloadâ€ and a promotional contest;
Â§ Atari will include DROPBOX content on its TRANSFORMERS website located at www.atari.com/transformers and Universal will utilize online street teams and other online vehicles in support of the Transformers game and DROPBOX;
â€œAtari and Universal Motown Records Group are respected industry leaders and it is fitting that such a collaborative effort comes from two such vanguards,â€ said Kojo Bentel, SVP of Strategic Marketing and Business Development, Universal Motown Records Group. â€œMusic has become a crucial element of the video game experience and DROPBOXâ€™s raw, rock sound is a perfect fit for Atariâ€™s TRANSFORMERS game.â€
Developed by Atariâ€™s Melbourne House studio, the TRANSFORMERS game will be available worldwide on
About Universal Motown Records Group
Universal Motown Records Group is a division of Universal Music Group, the world's leading music company with wholly-owned record operations or licensees in 71 countries. Its businesses also include Universal Music Publishing Group, one of the industry's largest global music publishing operations.
Universal Music Group consists of record labels Decca Record Company, Deutsche Grammophon, DreamWorks Records, Interscope Geffen A&M Records, Island Def Jam Music Group, Lost Highway Records, MCA Nashville, Mercury Nashville, Mercury Records, Philips, Polydor, Universal Music Latino, Universal Motown Records Group, and Verve Music Group as well as a multitude of record labels owned or distributed by its record company subsidiaries around the world. The Universal Music Group owns the most extensive catalog of music in the industry, which is marketed through two distinct divisions, Universal Music Enterprises (in the
Universal Music Group is a unit of Vivendi Universal, a global media and communications company.
New York-based Atari, Inc. (Nasdaq: ATAR) develops interactive games for all platforms and is one of the largest third-party publishers of interactive entertainment software in the
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TRANSFORMERS is a trademark of Hasbro, Inc. Used with permission. Â©2004 Hasbro. All Rights Reserved.
Universal Motown Records Group is a unit of Vivendi Universal, a global media and communications company.
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