2 Marketers, 1 Campaign

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Rolling Stone magazine is hoping to answer a question that has long tantalized aficionados of advertising and action sports: How much merchandise could Tony Hawk hawk if Tony Hawk hawked merchandise for two marketers at once, the New York Times reports?


Rolling Stone is joining forces with two of its advertisers, the video game publisher Activision and Jeep, for a promotional program centered on Mr. Hawk, the skateboarding star. He has separate endorsement deals with each brand and also works with both together on video games like Tony Hawk’s Underground 2, which incorporates Jeeps into what players see on screen.


The Rolling Stone program begins with an advertorial section in the Nov. 2 issue, now making its way to newsstands and subscriber mailboxes, and moves onto the Internet with five , count ’em, five , Web sites. The timing suits Activision and Jeep because each is now bringing out a new product: a video game called Tony Hawk’s Project 8 and the 2007 Jeep Wrangler Unlimited.


Read the full New York Times story

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