Activision has slotted into the barrel of a deal with surf-gear manufacturer Quicksilver to cross-promote the company's youth market offerings.
Under the terms of the worldwide agreement, Quicksilver will feature prominently in two Activision interactive games, Tony Hawk's Pro Skater 3 and Kelly Slater's Pro Surfer, under Activision's O2 games brand.
Activision claimed that featuring Quicksilver as the board rider's clothing of choice will deliver over 1 billion consumer impressions worldwide. In return, Quicksilver will ramp up its marketing machine to distribute Activision games through non-traditional outlets such as surf and skate retail stores.
The cross-sell promotions don't end there, with additional in-store gaming consoles, national gaming contests and point-of-sale materials in Quicksilver Boardriders Club retail stores.
"The partnership between Quicksilver and Activision came about quite naturally," said Taylor Whisenand, director of marketing for Quicksilver North America.
For both companies the crux of the partnership is to strengthen respective brands among their core demographic customers.
Flagged as a long-term distribution and co-marketing arrangement, the partnership begins in November with the release of Activision O2 game Tony Hawk's Pro Skater 3.