Sears service chain and BFGoodrich included in new video game

Sears Auto Centers and BFGoodrich are teaming up with EA Mobile as the video game producer is incorporating both the service chain and tire maker into its new "Road Trippin'" release now available via the App Store.

Road Trippin’ takes players on a virtual visit to more than 100 cities across the U.S. while posing numerous challenges along the way.

To support the launch, EA worked with Sears to bring its outlets into the game. The shops are destinations throughout the contest; players can tune up their cars, receive “power boosts” and earn extra points.

During the pit stops, Sears and Goodrich offer discounts to upgrade the players’ tires on their vehicles parked in their actual driveways at home. The promotion is available only to those playing 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,” says Dave Madden, EA’s senior vice president of global media solutions.

“But it’s more than just numbers,” he notes. “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,” reports Lori Williams, Sears’ chief marketing officer.

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“With the number of mobile game players growing every day, Road Trippin’ enables Sears Auto to leverage this new marketing channel to engage with potential customers in a relevant way,” she points out.

The game is is available for free from the App Store on iPad, iPhone and iPod touch or at www.itunes.com.

For more information, visit www.searsholdings.com and www.bfgoodrichtires.com.