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Juiced (PC, PS2 & Xbox)

Posted Thursday, April 21, 2005

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THQ Inc. (NASDAQ: THQI) today announced an exclusive deal with Highbury House published Fast Car magazine to support the upcoming launch of THQ's highly acclaimed street racer – JuicedTM for PlayStation® 2 computer entertainment system, the Xbox® video game system from Microsoft and PC CD-Rom.

The deal, which will total over 35 pages of coverage in Fast Car alone and additional support across the Highbury portfolio through email and SMS mobile phone promotions, will centre on a seven month, work–in-progress modification of a Mazda RX-7 reflecting the essence of Juiced and the UK car modification scene.

The culmination of the campaign will see one lucky reader walking away with the RX-7, valued at well over £50,000 through a text to win competition.

Jon Rooke, UK Product Marketing Manager for THQ, commented: "Juiced is all about real street racing so what better way to talk to people involved in the actual scene than via Fast Car. We're delighted with the level of support Highbury Leisure are able to give us for our first entry into the racing game genre."

In addition to editorial support, THQ has also signed up as the official show sponsor of Fast Car for the coming season which will see Juiced demos, goodie bags and spot prizes handed out at six of the UKs most high profile car shows – exposing the game to over 150,000 modified car fanatics.

Highbury House publisher Steve Ray said: "Because our promotions, editorial, advertising and publishing teams work so closely together it is possible for us to provide advertisers with a truly unique package that can precisely meet their brief. This deal shows how we are able to fully integrate a brand into the entire scene through Fast Car in addition to the usual techniques employed to reach a market."

The activity will start with the April edition of the magazine and is expected to run through 2005.

Ray added: "This is much more subtle way of influencing our massively brand aware young male readership."

For more information on Juiced and the rest of THQ's product line-up, please visit


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