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AZMATH MOHAMMED, RACES HOME IN THE NEW MAZDASPEED3, COURTESY OF MAZDA, AFTER WINNING THE NEED FOR SPEED™ CARBON TOURNAMENT IN LA

(Conclusion of Nationwide Marketing Campaign Spearheaded by Channel M in Collaboration with Mazda, Electronic Arts, and Gamestop)

Nov 3, 2006

LAS VEGAS, November 3, 2006 - Azmath Mohammed proves his racing prowess and takes home a brand new MAZDASPEED3 , courtesy of Mazda, for winning the Need for SpeedTM Carbon Tournament. This was the final competition for one of the largest and most integrated nationwide marketing campaigns, which included extensive consumer touch points throughout a variety of mediums. The campaign was a successful collaboration between Mazda, Electronic Arts (EA), and GameStop all put together by Los Angeles based non-traditional media company Channel M.

The initial tournament took place in 16 markets around the country in front of participating GameStop locations in major shopping malls, with the best racer from each venue winning a trip to the championships in Las Vegas at the Hard Rock Hotel & Casino. Mohammed emerged as the winner of the final competition, taking home a MAZDASPEED3 amongst other prizes. All guests stayed at the Hard Rock Hotel which even created an all new "Mazda-tini" for the event. In attendance at the competition finals were: Simon Pagenaud of Team Australia, who was the series champion of the 2006 Champ Car Atlantic Championship claiming an unprecedented $2 million bonus, the Atlantic 2006 Portland race winner James Hinchcliffe, this season's Road America winner Jonathan Bomarito and his PR1 Motorsports teammate Mike Forest.No gamer went home empty handed as all competitors won something to enhance their future racing with Need for Speed, including the new game, a racing wheel for the XBOX360, and a two day stay in Vegas for the competition.

 

"The MAZDASPEED3 is one of the most exciting vehicles on the market today and we're thrilled to make it an integral part of Need for Speed," said Jim Jordan, manager, Alternative Marketing, Mazda North American Operations. "We hope Azmath Mohammed has as much fun behind the wheel of his new MAZDASPEED3 as he does with a video game controller."

This marketing campaign was created by Channel M, the largest non-traditional media company in the world and leading provider of retail marketing services. The program incorporated heavy Mazda in-game exposure and 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 another MAZDASPEED3 car.

 

David Teichner , CEO of Channel M stated, "The entire campaign was a huge success, and with a conclusion for the Need for Speed Tournament in Vegas, we crossed the finish line with the checkered flag. I am very proud of my team for organizing this fully integrated advertising campaign and I congratulate all the people who made this program possible, especially our partners from Mazda and all the other companies who gave their support. Last, but certainly not least, I wish the winner all the best in his new MAZDASPEED3 ."

 

In-store and online media supported the program including custom spots and content that aired on Channel M's original TV programs broadcasted 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 also filmed some of the mall events and provided that video with other EA-generated in-game assets which were displayed on Mazda's website for consumers to view.

 

About Mazda

 

Headquartered in Irvine, Calif., Mazda North American Operations oversees the sales, marketing, parts and customer service support of Mazda vehicles in the United States, Canada and Mexico through nearly 900 dealers. Operations in Canada are managed by Mazda Canada, Inc., located in Ontario, Canada, and in Mexico by Mazda Motor de Mexico in Mexico City.

 

About Electronic Arts

 

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is the world's leading interactive entertainment software company. Founded in 1982, the company develops, publishes, and distributes interactive software worldwide for videogame systems, personal computers and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS TM, EA TM, EA SPORTS BIG TM and POGO TM. In fiscal 2006, EA posted revenue of $2.95 billion and had 27 titles that sold more than one million copies. EA's homepage and online game site is www.ea.com. More information about EA's products and full text of press releases can be found on the Internet at http://info.ea.com.

 

 

Electronic Arts, EA, EA SPORTS, EA SPORTS BIG, POGO and Need for Speed are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries. "PlayStation", "PLAYSTATION" and PSP are registered trademarks of Sony Computer Entertainment Inc. Game Boy Advance, Nintendo GameCube, Nintendo DS and Wii are trademarks of Nintendo. Microsoft, Xbox and Xbox360 are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries All other trademarks are property of their respective owners. .

 

About Gamestop

 

Headquartered in Grapevine, TX, GameStop Corp. (NYSE:GME)(NYSE:GME.B) is the world's largest video game and entertainment software retailer. The company operates 4,592 retail stores across the United States and in fourteen countries worldwide. The company also owns two e-commerce sites, GameStop.com and EBgames.com, and Game Informer(R) magazine, a leading video and computer game publication. GameStop Corp. sells the most popular new software, hardware and game accessories for the PC and next generation video game systems from Sony, Nintendo, and Microsoft. Through the company's unique trade-in program, consumers can trade in their used games for store credit.

 

General information on GameStop Corp. can be obtained at the company's corporate website located at http://www.gamestop.com/corporate

 

About Channel M

 

Channel M is the largest non-traditional media company in the world and leading provider of retail marketing services. Channel M reaches millions of consumers every day through its network of entertainment, lifestyle and retail venues. Advertising clients such as VH1, Sony Pictures, Disney, Jim Beam, Atari, Dodge, Discovery Channel and many more have recently marketed their products and brands through Channel M's targeted portfolio of venues such as amusement parks, GameStop, sports bars, video arcades, My Gym, Minor League Baseball and more. These venues deliver key demographics and psychographics to advertisers as well as multiple touch points to reach consumers. Furthermore, Channel M specializes in developing strategic promotions for brands and retailers that tie-in to major films, DVD releases and concerts. Channel M's production team revolutionized in-store television programming by creating hosted entertainment driven content which enhances the store environment, educates consumers, impacts sales, and drives incremental revenue for our retail partners. Channel M's in-store programs are tailored to meet their retail clients' needs. For more information, please consult www.channelm.com.


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