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"Product Placement in Games Sizzles"
TheHollywoodReporter.com, December 1, 2005
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Julie Schumaker, National Director of Sales/Videogame Advertising at EA explains: "There is a high-performance vehicle -- a hot, souped-up Ford GT -- in the game that players have to go through many, many levels to access. We did a promotion with Castrol in which they delivered the code to unlock access to the car. It was a win-win situation -- in effect, Castrol was gifting the gamer with added content, and was itself excited to be associated with a high-performance vehicle in the game."
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