What starts in the city is settled in the canyons as Need for Speed Carbon immerses you into the world's most dangerous and adrenaline-filled form of street racing. You and your crew must race in an all-out war for the city, risking everything to take over your rivals' neighbourhoods one block at a time. As the police turn up the heat, the battle ultimately shifts to Carbon Canyon, where territories and reputations can be lost on every perilous curve. Need for Speed Carbon delivers the next generation of customization giving you the power to design and tweak your crew's cars in every way using the ground-breaking new Autosculpt technology. Represent your car class, your crew, and your turf in Need for Speed Carbon, the next revolution in racing games.

Challenged by Mazda’s marketing team to develop a fully integrated campaign, Channel M worked with all parties to create what is an extremely powerful and comprehensive campaign involving a sponsor and a videogame company. The MAZDASPEED3 will be integrated into the upcoming Need for Speed Carbon game and Channel M is spearheading a campaign to drive sales in GameStop and EB Games stores nationwide.

Components of Channel M’s unique campaign include; heavy Mazda in-game exposure, an in-store Need for Speed Carbon pre-order campaign in GameStop and EB Games stores providing consumers the opportunity to win great prizes including a MAZDASPEED3 car. In addition, there will be month long mall events in 16 markets where a car will be on display and consumers can compete in an organized tournament to win tickets to attend a party and compete in a final championship tournament in Las Vegas, where the winner will drive off in a new MAZDASPEED3. For contest rules please consult www.mazdaspeed3.com

In-store and online media will support the program including custom spots and content to air on Channel M’s original hosted TV programs broadcast on GameStop and EB Games in-store TV networks nationwide, custom branded retail bags with artwork of the game and car, retail bag inserts, signage and online exposure. Channel M will also be filming some of the events and will be providing that video with other EA-generated in-game assets to be hosted on Mazda’s website for consumers to view.

David Teichner, CEO for Channel M stated, “Never has a campaign featured so many consumer touch points as this one. With significant in-game placement, in-store media, sweepstakes, cars in malls, tournaments in malls and a final event in Vegas, this is the most comprehensive videogame integration campaign yet created. I am thrilled that my team at Channel M has the opportunity to put this program together from its inception to execution. It’s a huge win for everyone involved and is truly a historic marketing campaign putting together four great names with our company, Mazda, GameStop, EB Games and EA.”

“The 263-hp, 155-mph MAZDASPEED3 kicks asphalt and takes names, and Need for Speed Carbon is the perfect way for us to bring this exciting new vehicle to market in an all-new way,” said Jim Jordan, Alternative Marketing Manager for Mazda North American Operations. “We already attract one of the youngest new-car buyers in the industry, and with the assistance of EA, Channel M and GameStop, we intend to continue that trend.”

“We’re excited to be a part of this unique promotion and thrilled to bring the MAZDASPEED3 to the Need for Speed franchise,” said Craig Rechenmacher, Senior Director of Marketing at EA. “Partnering with Channel M and GameStop will provide the perfect venue to showcase Need for Speed Carbon on the next generation platforms.”

“This relationship strategically leverages the physical store and online reach of the company’s 3,600 U.S. GameStop and EB Games stores, while providing an exciting new opportunity to reach gaming enthusiasts nationwide,” indicated Jack Beuttell, Senior Vice President of Marketing, GameStop Corp.

The all-new MAZDASPEED3 is one of the quickest and fastest front-wheel drive cars in the world. Based on the MAZDA3 5-door, the MAZDASPEED3 is a lightweight car with a big engine. It comes equipped with a six-speed manual transmission and a high performance MZR 2.3-liter direct-injected four-cylinder turbo engine producing 263-horsepower and 280 lb/ft of torque. All this power results in a 0-60 mph time well under six-seconds and pushes the MAZDASPEED3 to an electronically limited top speed of 155 mph.

Need for Speed Carbon will be available on Xbox 360, PS3 and Wii, but also PS2, Xbox, Gamecube, NDS, GBA, PSP and PC.

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