news\ Sep 27, 2011 at 4:02 pm

Leading Video Game Publisher Thq Partners With Covergirl For All Star Cheer Squad Promotion

October 28, 2008


Upcoming All Star Cheer Squad for Wii and Nintendo DS to Feature CoverGirl Spokespeople Drew Barrymore and Rihanna

THQ Inc. today announced a collaboration with CoverGirl for the recently released All Star Cheer Squad™ video game for Wii, as well as the upcoming Nintendo DS™ version expected to be available next month. The agreement includes CoverGirl branded stage logos, banners and billboards integrated throughout challenges, competitions and additional areas within the game. Players will also have the opportunity to choose CoverGirl branded uniforms, color coordinated make-up looks and other apparel in the “Create a Cheerleader” mode.

“We’re very excited to be working with THQ on All Star Cheer Squad as an innovative way to merge the world of video games with cosmetics,” said Esi Eggleston Bracey, vice president and general manager, North America Procter & Gamble Cosmetics. “This unique combination of elements from today’s popular teen culture provides us with a great vehicle for connecting with tween and teen girls and their interests.”

“The game All Star Cheer Squad was designed with the growing number of girls on Wii and Nintendo DS in mind,” said Jim Huntley, director of global brand management, THQ. “We strived to deliver an authentic cheer experience for those players and believe this partnership with CoverGirl is a unique opportunity to do just that. The CoverGirl brand and its spokespeople are instantly recognizable among our target demographic and will further immerse players in the competitive cheerleading world.”

“The female demographic, now around 40 percent of the entire gaming population*, continues to grow at an accelerated rate and advertisers want to be able to reach that important audience,” said Justin Townsend, CEO of IGA Worldwide. “We are delighted to have the opportunity to connect CoverGirl’s brand messaging to its target audience through All Star Cheer Squad.”

About All Star Cheer Squad

World-renowned cheerleading choreographer Tony G, best known for his work in the Bring It On movies, was enlisted as chief consultant for All Star Cheer Squad. In All Star Cheer Squad, players will follow a year in the life of a cheerleader as they learn new cheers, participate in practices and create their own routines to make the squad and eventually become captain. High-energy gameplay includes squad competitions and one-on-one cheer-offs, where players will use the Wii Remote™ and Nunchuk to perform dozens of real-world cheer and dance moves. The game will also incorporate use of the Wii Balance Board™ to get the player’s entire body involved in the game and add to the ultimate cheerleading experience. Players will be able to customize the look of their cheerleader and squad including body, facial features, hair and outfits. The Nintendo DS version of the game will feature a storyline unique to the system that focuses on the adventure of cheerleading camp, where players will compete to beat the rival camp. IGA Worldwide, a leading in-game advertising network, is the exclusive in-game ad partner for All Star Cheer Squad.

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