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Marketer: Dennis Publishing's Maxim

Effort: Maximville Super Bowl Party

Agency: Maxim Signature Events

Effort: Maxim sponsors its largest party ever for influential readers and advertisers this month, while launching an event-marketing business. Maxim will turn a 45,000-square-foot abandoned factory in San Diego into Maximville headquarters for the Jan. 25 event, where DaimlerChrysler's Dodge will co-sponsor the PS2 Drive-In. Attendees will play Sony Entertainment's Playstation 2 video games from the driver's seats of a fleet of Dodge Vipers. Dodge will also use the event to unveil its new Tomahawk motorcycle. Coors Brewing Co.'s "Coors Twins" will act as mayors of the fictional town, with shapely fashion police roving the area, landing violators in jail. Harrah's Entertainment will back casino-style gaming. Brown- Forman Corp. supplies liquor from Jack Daniel's and Finlandia; Sobe Beverage Co. provides beverages. The event features live music. Vital statistics: Sponsors provided cash and advertising commitments to Maxim; admission is free to an estimated 2,000 invited guests.

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