- Ad Age, Wednesday, September 28, 2011 4:18 PM
In what may be the first instance of a magazine's doing in-game advertising, models from the Sports Illustrated
Swimsuit Issue -- along with a billboard promoting the pub -- will appear in the
latest "Need for Speed" video game from Electronic Arts.
On the other side of the partnership, the mag will offer a package of the full game plus six issues of SI, its app editions and a DVD
about making the game for $49.95.
Bikinis and gaming seem to be a natural combo to attract young men, which was one reason why EA approached SI about a partnership, according to Steve Seabolt,
VP for global brand partnerships at EA.
Read the whole story at Ad Age »