Channel M, Dodge Are ‘Battlefield’ Allies

LOS ANGELES Independent marketing firm Channel M said it would partner this weekend with Dodge Motors, EB Games and Electronic Arts for a countrywide Battlefield 2: Modern Combat showdown.

Los Angeles-based Channel M organized the online video-game tournament as a nontraditional way to “allow Dodge to bring its message directly to a target demographic . . . in an increasingly growing and overcrowded marketplace,” according to the firm’s chief executive officer David Teichner.

Teichner explained that on Saturday morning, pre-selected contestants at 64 EB Games stores would compete, via the Internet, in a Battlefield 2: Modern Combat playoff. Prizes would be awarded to high-scorers in each store, he said; the nation’s top scorer would receive the grand prize, a 2006 Dodge Charger.

To promote the event, Teichner said, Channel M designed a campaign meant to leverage the popularity of Battlefield 2 and draw attention to the other brands involved. Appearing across EB Games’ 1,300 U.S. locations, efforts included banners, posters, online, print and co-branded retail bags and spots for the chain’s Channel M-produced television network, EBtv.

In addition, Dodge—which partnered with Channel M last year for a similar Halo 2 challenge—supported the campaign with EBtv-airing Charger spots. Those ads were crafted by the Auburn Hills, Mich., automaker’s lead agency, Omnicom Group’s BBDO in Detroit.

On the tournament day itself, Teichner said, Channel M would have camera crews on site at eight EB Games locations to capture the competition excitement—and the Dodge Charger winner accepting his or her vehicle. That footage would be used for near-future promotional efforts, he said.