Atari announced an ongoing cross promotional collaboration with Universal Motown Records Group, which will tie-in ReAlign/Universal's hot new band, Dropbox, with Atari's highly anticipated Transformers video game for the PlayStation 2 based on Hasbro'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 band's forthcoming new video and Atari's TV advertising spot; radio advertising, in addition to TV; online street teams; and live performances.
Elements expected to be included in this joint campaign include:
- Dropbox's debut single, Wishbone, as well as the band's recording of its version of the Transformers theme song will be available in the game as un-lockable bonus tracks;
- DROPBOX's new music video for "Wishbone," shot by award-winning director, Nigel Dick, and produced by Quentin Tarantino's production company, A Band Apart, will feature TRANSFORMERS game footage;
- A Transformers brochure will be included in 1 million Universal Records music CDs;
- Atari's Transformers TV commercial will highlight the Wishbone sound track and portions of the band's music video;
- Dropbox will be included in Atari's national print advertising campaign for the Transformers game;
- The Dropbox multi-city promotional radio tour will include mention of its tie-in with Atari's Transformers video game;
- Atari's in-store Transformers videos will feature Dropbox's Wishbone single and its version of the Transformers theme song;
-- Universal will develop and produce key account radio commercials which will include a Transformers tag;
To kick off this relationship, DROPBOX celebrated with video game media at Atari's Transformers preview event in February.
Developed by Atari's Melbourne House studio, the Transformers game will be available worldwide on May 11, 2004.
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