Games Media Properties, a leading creator of video game entertainment and media, announced today that NESTLÉ Nesquik will be the title sponsor and MTV2 and the Xbox video game system from Microsoft will be presenting sponsors for the 2005 GameRiot Tour.
Now in its third year, MTV2 Presents Nesquik GameRiot Powered by Xbox is the world’s largest traveling video game festival and competition, offering gamers a chance to play the hottest new and unreleased video game titles. This year’s tour will encompass more than 85 events in 30 different markets, reaching more than 300,000 gamers. “GameRiot combines the best of video games and the best of technology in a highly immersive entertainment environment,” said Matthew Ringel, Executive Producer of GameRiot and President of Games Media Properties. “Through our tour, all of our sponsors will be able to get close to the highly elusive young adult male consumer in a natural way. Nesquik, Xbox, and MTV2 are all energetic and cutting edge brands that will appeal to our core demographic, making this a perfect association for all parties.”
Nesquik will support the GameRiot tour through an on-pack promotion that will be featured on 40 million bottles of Nesquik, beginning in June. Targeted to 13-24 year olds, the promotion will include a sweepstakes that will offer three winners their own private GameRiot party for friends and family. Other prizes will include Xbox consoles, Xbox video games, ringtones and music downloads. In addition, Nesquik will promote the tour through an extensive online advertising campaign.
“GameRiot events are a terrific venue for the Nesquik brand to connect with our consumers in a relevant way,” Ken Malouf, Nesquik Ready-to-Drink Brand Manager said. “Our partnership with Games Media Properties allows us to reach teens and young adults through one of their favorite activities, video gaming, while providing them with a great tasting beverage like Nesquik to further enhance the enjoyment of their gaming experience. It’s also a more efficient method of reaching our consumers than more traditional media.”
MTV2 will promote the event with a series of 30-second televised spots that will air throughout the summer. Additionally, MTV2 will run promos on XM Satellite Radio that will feature the tour dates on the MTV2 concert calendar. At each event, gamers will also have the opportunity to compete against each other on the latest videogames during the “MTV2 Head2Head Dogfights” videogame tournaments. The music network will also work with GameRiot to program the music and coordinate DJs/bands in select markets.
“The MTV2 audience is the GameRiot audience, so this is why MTV2 is thrilled to be working with the world’s leading video game tour and competition,” said David Cohn, GM, MTV2. “This partnership with GameRiot helps us to continue to further strengthen and reinforce the relationship that we already have with our tremendously savvy viewership of young adult males in areas that they are totally passionate about — videogames and music.”
Once again, the exclusive video game console of the GameRiot tour, Microsoft will supply Xbox consoles for the tour. The company will also provide 20 popular Xbox games for radio callins/ giveaways on the top alternative rock and hip-hop stations in each market.
NO PURCHASE NECESSARY. See specially marked packages of Nesquik or visit nesquik-cooler.com for official rules and how to enter. Game ends 10/10/05. Open to legal residents of the 50 U.S. & DC, 13 or older. Void where prohibited. Internet access required to redeem prize. TV internet access not valid.