EA hands Radiator remit to promote snowboard game

Video games publisher Electronic Arts (EA) has hired Radiator PR to handle publicity and street marketing for its snowboarding game SSX3.

The agency scooped the business having established a reputation for guerrilla marketing through its Radiator Street Team, a division that handles street marketing, including sampling and stunts.

The campaign for SSX3 will see branded snowboarders perform tricks at dry snowboarding runs, such as Milton Keynes, and hand out leaflets.

Radiator will focus media relations on specialist magazines, such as Whitelines, along with consumer titles including FHM and Maxim.

The campaign kicked off last week and runs for six months, with activity concentrating on the Christmas season. SSX3 goes on sale later this month.

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