Nintendo sponsors Emap TV and titles in GameCube deal

Emap Advertising has signed a £500,000 cross-media deal with Nintendo that will see the launch of the manufacturer's GameCube console supported across the publisher's TV, magazine and online properties.

The agreement is centred on exclusive sponsorship of Emap's pay-per-play Music TV channel, The Box.

Idents created by in-house teams at Emap Advertising will use the Box logo to mirror the floating cube motif in Leo Burnett's launch ad for the console.

The sponsorship will run from the end of April and will see idents run at the bumpers of every commercial break.

The package also includes a purpose-designed series entitled "The best of Box week", which will allow viewers to compete for GameCube consoles.

In addition to the Box schedule, three-month print campaigns will run in FHM, Empire, Max Power and Mixmag. Emap will also establish a dedicated website - - to which traffic will be directed from each of the magazine's sites, as well as that of the heavy metal weekly Kerrang.

The final element of the campaign involves an SMS and e-mail drive handled by Nintendo's digital creative agency, Leonardo.

"Nintendo has gained access to a highly skilled resource which knows how to interact with consumers by creating cutting-edge content that works," Emap's director of cross media, Jane Kesley, said.

"Our brands have loyal consumers who are hungry for interesting content,

she added.


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