Sears And BFGoodrich Integrated In Road Trippin' For iPad, iPhone, And iPod Touch

Sears Auto Centers has teamed up with EA Mobile, a division of mobile games publisher Electronic Arts Inc., to incorporate BFGoodrich Tires and their products into their game Road Trippin'. The game is now available in the App Store. This game takes players on an adventure, visiting over one hundred cities across the United States, while completing numerous challenges along the way.

To support the launch, EA Mobile worked with Sears to bring branded auto shops into the game. The auto centers are destinations throughout the game where players can tune up their cars, receive "power boosts," and earn extra points. During these pit stops, Sears Auto Centers and BFGoodrich Tires will offer discounts to upgrade players' tires on their vehicles parked in their actual driveways at home. This discount will be offered exclusively to Road Trippin' players through the game.

"Games are the most popular type of app used on mobile devices, and with more than one billion smartphones in market, mobile game integration now offers brands a chance to reach broad consumer audiences," said Dave Madden, Senior Vice President of Global Media Solutions at Electronic Arts. "But it's more than just numbers—this collaboration allows Sears Auto Centers to feature products in clever and fun ways that add value to the game experience plus a chance to earn real-life rewards."

"Mobile gaming is a great venue to introduce Sears Auto Center's products and services to a new generation of customers," said Lori Williams, Chief Marketing Officer for Sears Auto Centers.

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