Need for Speed and Swimsuit franchises bringing together the worlds of fashion, video games, cars and beauty in a first-of-its-kind partnership. The deal will see 2011 SI Swimsuit Cover model Irina Shayk and popular Swimsuit model Chrissy Teigen play guest starring roles in one of this holiday’s most anticipated releases, Need for Speed The Run. The action-packed racing game takes players on a heart-pounding cross-country race from San Francisco to New York. In addition, the partnership powers a new SI subscription bundled offer featuring Need for Speed The Run assets and both EA and SI will execute significant cross-promotion across in-game, TV and social media.
Irina Shayk, cover model of the 2011 SI Swimsuitand Chrissy Teigen, a feature model in the 2011 issue, star as best friends and rival racers competing against Jack, the protagonist and “man on the run” in Need for Speed The Run. As part of the partnership, Sports Illustrated and Electronic Arts are producing “The Making of Need for Speed The Run” DVD which will be included in a Sports Illustrated subscription offer whereby new subscribers will receive a six month All Access subscription to SI, Need for Speed The Run video game and the DVD (for $49.95). Additional marketing extensions will also include commercial promotions for the offer and Sports Illustrated will have promotional billboards in the game, which will be used to promote the Sports Illustrated “All Access” Subscription offer as well as SI’s Sportsman of the Year and Swimsuit franchises.
