EA Sports has partnered with snack maker Doritos on a co-branded packaging and online campaign timed for the Super Bowl, reports MediaPost. The co-op marketing campaign is centered on choosing the cover athlete for EA’s Madden NFL 11 football game. For the first time, EA is getting people involved in the choice, asking them to vote who should make the cover from a pool of candidates chosen by the publisher. Those familiar with the EA cover curse might label it as seeking accessories to a crime. MediaPost says the campaign begins this week, and extends from promotions on Doritos bags to coordinated online efforts through social nets including Facebook. EA Sports senior marketing director Chris Erb referred to the campaign s Super Bowl timing by saying, They re going to sell a lot of chips, and we re going to be a part of that. Erb said the deal kicks off a year-long partnership with Doritos. Read more at MediaPost {link no longer active}.

EA Dips Into Doritos’ Super Bowl Reach
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