Atari's upcoming video game "Test Drive," due out in September, will integrate at least 10 marketers, including Lexus, Ducati and Hawaiian Airlines, as well as feature a Lamborghini dealership and Ben Sherman store, where gamers can buy clothing for their characters. The apparel brand paid less than $500,000 for the placement in the game, a marketing exec said. | Toyota is spending more than $10 million to produce and promote a made-for-mobile comedy series called "The Pool," created together with Fun Little Movies and Alturis. The series, whose episodes were directed by Malcolm Lee (UPN's "Everybody Hates Chris"), showcases the 2007 Camry and will be available on mobile phones and devices like the Xbox 360. The deal was brokered by Los Angeles-based mobile advertising consultancy Nanmade. Content can be viewed at www.funlittlemovies.com/toyota. | General Motors' Buick has partnered with USA Network to integrate its Lucerne sedan in five episodes of the comedy series "Monk." The cable channel said Buick's "Beyond Precision" campaign fit well with the character. As part of the deal, Buick will be the exclusive sponsor of the "Monk" website, which will include additional content and video.
Have a news tip? Contact the editor: Marc Graser, 323-370-2438 | [email protected]