Mediacom has worked with EA since 1986, helping it to become by far the largest publisher of games software in the UK. Driving games are a key genre in the UK; however, EA's Need for Speed series - while massive in the US - has traditionally under-performed in the UK market, which has some very strong existing franchises.
The new game for 2003 was Need for Speed: Underground. It enabled players to enter the world of urban street racing in today's most popular "tuner" car,s from the likes of Mitsubishi, Subaru and Nissan. By racing, players earn cash, which can be used for custom body kits and performance modifications - ending up with their vision of the ultimate street racer.
Maxpower were given 2 of the hottest cars on the street, a Nissan Skyline (pack star of the game) and a Subaru Impreza. Through NFSU-branded Advertorials, Online and SMS, readers were invited to select their favourite car and submit how they would modify it. The best entry for each car, judged by Maxpower experts, were invited to the London 'Maxpower Live' car show where the cars were built to the winners' specifications. The two finished cars were raced on the NFSU branded 'cruise strip', and the spectators voted for the best car. One lucky winner drove away with the Skyline of his dreams.
The modifications all took place on the NFSU stand, which also gave visitors to the show a chance to play the game. Interest in the game was huge - it was packed with hardcore racers all weekend.
On its release, Need For Speed: Underground immediately became a best-seller. At press time, three months after the game's launch, it had sold in excess of 800k units and was the biggest selling game in the country across all formats.
''When Electronic Arts work with agencies we look for trusted expertise, enthusiam and a genuine understanding of our business. MediaCom deliver this in spades. Our account team have always delivered the highest level of professional service and are willing to go that extra mile when deadlines are tight. They have challenged us when we have needed challenging, and they have shown a level of creativity which has led to genuine innovation within the interactive entertainment market.
Ours is a formidable partnership. Long may it stay that way''
