Designed to fuel the competitive spirit amongst hoops fans and the online video gaming community while providing an opportunity for both core and casual gamers to interact with the PowerBar brand, the cross-marketing program will encompass an online video gaming leaderboard competition, a national consumer promotion, and PowerBar Triple Threat product integration into the NBA 2K6 video game title.
"This relationship with PowerBar is about leveraging the popularity of the 2K Sports basketball games," said Erik Whiteford, 2K Sports vice president of marketing. "The fully-integrated marketing campaign combines a national promotion, in-game branding, and online video game competition. Through this relationship, our aim is to deliver a new exciting experience for our consumers by awarding prizes throughout the season to the leading online 2K6 hoopsters, as well as integrating our partners in new and unique ways. Both 2K Sports and PowerBar are lifestyle industry powerhouses, and it is a complimentary fit that we would work together."
PowerBar Triple Threat 2K6 Hoops Leaderboard Competition
The 2K Sports PowerBar Triple Threat Hoops Leaderboard is a combination of online ranking points from both NBA 2K6 and College Hoops 2K6 games. It pulls the ranking points from the individual leaderboards and pools them together in an overarching master hoops leaderboard. When users log at least one online ranked game from BOTH products (NBA 2K6 and College Hoops 2K6), a "triple threat" flag will appear in the user's profile. Once the flag is earned, every online ranking point received from games played in either product will be triple the points. Top ranking positions on the hoops leaderboard will be awarded on a weekly and monthly basis.
PowerBar Triple Threat 2K Sports 3-Point Play Giveaway
PowerBar and 2K Sports will award the one grand prize winner of the 3-Point Play Giveaway national consumer promotion with the ultimate hoops adventure -- three buddies traveling to three cities to attend three NBA games! Triple Threat packaging and a media campaign will drive consumers online to register for the 3-Point Play Giveaway from October 2005 to January 2006. One winner will be randomly selected and announced early next year.
PowerBar Triple Threat NBA 2K6 In-Game Features
As an extension of PowerBar's NBA marketing activation, PowerBar will leverage the 2K Sports NBA 2K6 videogame title, integrating PowerBar Triple Threat branding into the game with fun, relevant value-add features for gamers. "Whether it's playing hoops against your buddies on the court or online, PowerBar is about fueling the competitive spirit," said PowerBar Marketing Manager Stephanie Brendel. "This relationship marks PowerBar's first custom video gaming program. Partnering with an industry leader like 2K Sports allows us to create a relevant, authentic program that connects video game players with our new PowerBar Triple Threat bar, while adding value to their game-play experience."
Players elevate their game by utilizing the innovative V.I.P. System to challenge profiles of friends and other NBA 2K6 gamers across the country that match their gameplay tendencies down to the most minute detail. With the industry leading online experience and unrivaled franchise control, NBA 2K6 offers the most comprehensive and entertaining roundball experience anywhere
No other college basketball video game captures the collegiate atmosphere and pageantry like College Hoops 2K6. The only college basketball game to capture the feel of a last-second buzzer-beating basket, the euphoria of winning to play another day, and the agony of losing and going home, players out-coach their competition with College Hoops 2K6.
NBA 2K6 and College Hoops 2K6 will be available Fall 2005 for PS2, Xbox, and the Xbox 360.