NEWS - Friday, May 7, 2004


Tour Schedule? Details? Contest Info? Hit TORONTO, May 6 /CNW/ - MuchMusic and Xbox Canada launch "Xbox presents Much Unleashed" this summer, hitting fans in Canadian cities from coast-to-coast with an interactive travelling road show featuring exclusive access to the latest in gaming, phone and Internet technologies plus contests, multiple prize giveaways and on-stage fan interaction. Founding partners Xbox Canada and MuchMusic have teamed up with EB Games(formerly Electronics Boutique), Solo by Bell and Bell Sympatico to deliver this full range of on-site activities designed to excite, interact, and create brand experience. Toronto-based experiential marketing specialists, CIM Ltd.,will plan, execute and staff this four-month integrated marketing initiative. From June 8th - September 17th this national tour will hit over 100 sites as it dovetails with high-profile exhibitions, community-based events and college/university campuses in Canadian cities from coast-to-coast, including Vancouver, BC, for the Molson Indy from July 23rd - July 25th. Up-to-the-minute tour schedule(*), details, and contest info available at "Hot on the heels of the highly successful VJ Search event marketing initiative, MuchMusic's excited to be back in the communities of our viewers in an even bigger and better way. More on-site activities, tour dates and partners mean an elevated profile for all. It's an opportunity to reach thousands of participants in an exciting and relevant way. Music, gaming and wireless/online technology have come together to create the perfect entertainment combo - and it's all part of this must-see summer-long tour," said Susan Arthur, Director of Marketing, CHUM Television. "'Xbox presents Much Unleashed' delivers the best in entertainment to Canadians and music fans, bringing the awesome power of Xbox and all the hottest Xbox titles right to their doorstep," said Jason Anderson, Group Marketing Manager, Xbox Canada. "We're thrilled to be a founding partner with MuchMusic, and to be working with EB Games formerly Electronics Boutique)and Bell. Our Xbox Canada game force is ready to supercharge the summer." MuchMusic's Creative Services department will produce exclusive on-air promos, on-site video, and a national in-market commercial radio-advertising campaign to maximize exposure for "Xbox presents Much Unleashed". Xbox Presents Much Unleashed - Summer Contests: As part of the tour, MuchMusic will present a contest featuring new Universal Music Canada recording artists including: hard rockers Hoobastank (June - mid July), international hip-hoppers The Black Eyed Peas (mid July -mid August), Canadian rocker Fefe Dobson (mid August - September).Fans can register for a chance to win backstage passes and an exclusive meet 'n' greet with featured artists @ Xbox Presents Much Unleashed - Tour Activities: - In MuchMusic's 'Backstage Bootcamp' zone, fans can experience what it's like to work behind the scenes of a live concert - including interactive on-stage games themed on Universal Music Canada's monthly featured artists - an artist trivia super quiz, fastest cable wrapper competition and more. - The Xbox 'Green Room' offers a totally interactive gameplay station complete with the coolest, most powerful video game system around and all the hottest Xbox games of the summer. Xbox Canada will challenge gamers to test their skills or beat a gaming pro on the hottest new games for a chance to win amazing Xbox prizes. - EB Games (formerly Electronics Boutique) is bringing the store along for the ride, simulating a retail experience with all the latest titles displayed around two interactive game stations. Visitors can kick back, relax, play some games and browse away in Canada's top shop. - Solo by Bell captures all the excitement of the tour in their 'Photo Booth' area. Consumers can take pictures using cutting-edge camera phones and email these digital images directly to family and friends. Additionally, Bell Canada's consumer Internet division, Sympatico,will provide high speed access through its recently introduced Wireless Home Networking modem which enables customers to play Xbox Live wirelessly anywhere in the home. By sharing high speed access with new Internet-enabled services like Xbox Live, Sympatico is extending the reach of the Internet beyond the PC. (*) Preliminary tour schedule now available. Please see for up-to-the-minute details. This Is MuchMusic: An integral part of today's pop culture landscape, 'The Nation's Music Station' has been delivering fans an unparalleled music television experience since August 31, 1984. Canada's first 24-hour musicvideo service is available to over 7 million homes across Canada, and LIVE to air approximately 8 hours daily from our renowned streetfront headquarters in downtown Toronto - with videoflow showcasing exclusive LIVE performances and interviews from today's hottest musical artists and celebrity guests. In addition, our specialty programming focuses on the latest music-related news and information, complemented by a diverse playlist that embraces established and emerging artists from Canada and around the world - in musical genres ranging from Alternative to Electronica, HipHop to pure Pop and beyond. More on Much? Visit us at

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