XBOX, MOUNAIN DEW and EB GAMES: have signed as sponsor of the Game Live College Tour. The mobile tour for gaming enthusiasts kicked off March 5 at Washington State University and ends April 28 at University of Arizona. Mountain Dew is activating its sponsorship with on-campus sampling, “chugging” contests onsite and with a banner of the Mountaindew.com Web site. EB Games is leveraging with in-store signage in stores near the tour stops, putting tour info on its Ebgames.com Web site, and e-mailing tour information to its customers. Xbox is the official console of the tour. New York-based marketing agency Navigame handled the deals.
TRAVELODGE HOTELS: has renewed it associate sponsorship of the No. 16 National Guard Ford Taurus driven by Greg Biffle in the 2005 NASCAR Nextel Cup Series. The agreement, made by Just Marketing, an Indianapolis-based motor sports agency, continues Travelodge’s two-year relationship with Roush Racing of Concord, NC. Travelodge Hotels will appear as the team’s primary sponsor at Darlington Raceway’s Carolina Dodge Dealers 500 on May 7.
PROCTER & GAMBLE: brand Secret Body Spray and Limited Too are teaming up to offer tween consumers a chance to win iPod Shuffles. The iPod Shuffle Sweepstakes is open to girls ages seven to 14. Entry forms are available at any of the 567 Limited Too stores. The sweepstakes, which will award 300 iPod Shuffles as its top prize, runs through May 1. In-store and Internet materials support.