Video game TV network G4 has entered into an on-air, cross-channel and online campaign in conjunction with game publisher Eidos Interactive and game developer Core Design. The promotion will put video game character Lara Croft in a marketing program to promote both the cable channel and Eidos' popular TOMB RAIDER franchise. As part of the million-dollar agreement, G4 will produce three network promotional commercials featuring the heroine of Eidos' successful TOMB RAIDER game and motion picture series. The Lara Croft spots will premiere on G4 in February 2003 and will continue airing for six months. The spots will go into higher rotation during Eidos' launch of LARA CROFT TOMB RAIDER: THE ANGEL OF DARKNESS, the latest video game installment, which debuts in spring 2003, and the release of the second TOMB RAIDER movie, LARA CROFT TOMB RAIDER: CRADLE OF LIFE, opening in July 2003. G4 currently reaches nine million homes in markets including New York, Los Angeles, Chicago, Philadelphia, San Francisco, Boston, Dallas, Washington D.C. and Seattle. Through the cross-channel component of the deal, agreements with G4's cable affiliates will allow the spots to air on other cable networks such as MTV, Comedy Central and ESPN. The Lara Croft promos will also be integrated into G4's online marketing program.
