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THE DRIVING FORCE: PROMOTING SAFER DRIVING

This article is from our archives and has not been updated and integrated with our "new" site yet... Even so, it's still awesome - so keep reading!

Published on Fri, Apr 18, 2003

By: The LACar Editorial Staff

THE DRIVING FORCE: PROMOTING SAFER DRIVING

By Contributing Editor BRIAN CAULDILL

DIAMOND BAR, Calif. ## Three unlikely but logical driving-team partners will cooperate to promote safe and sane driving when Fox Interactive(R) releases a videogame based on the Fox television specials, World's Scariest Police Chases in 2003.

Fox Interactive, the videogame division of 20th Century Fox, Recording Artists, Actors & Athletes Against Drunk Driving(R) (RADD), an award-winning traffic-safety organization, and Racers Against Street Racing (RASR), a Specialty Equipment Market Association (SEMA) subcommittee, will maneuver in three-across formation toward the finish line with messages like RADD's "Don't let your game be over" and RASR's "If you want to race, go to a racetrack."

The new videogame, World's Scariest Police Chases, features real-life driving scenarios and aims to bring the unpredictable, shocking realities of life as a patrol officer home to next-generation gaming consoles.

The three partners will build upon a successful 2001 Fox Interactive launch promotion that included several SEMA members as participants ## AEM, APC, Clarion, Hot Import Nights, Konig, MTX Audio, and Super Street, among others. The promotion culminated with a $58,000 AEM Intercept Honda Civic SI "Ultimate Pursuit Vehicle" giveaway.

Ivo Gerscovich, director of marketing & promotions, Fox Interactive, said, "We're very excited about this partnership as both videogames and fast cars are a huge part of most young men's lives. We've all seen the explosion of gaming systems installed into sport compact cars. Through this partnership, we'll be able to our target audience in an exciting way that it will find 'off the hook'."

Erin Meluso, president of RADD, said, "Video games and the automotive aftermarket have been converging. Our joint effort is designed to capitalize on this trend and reach millions of hardcore enthusiasts."

Gregg Guenthard, RASR and council relations director for SEMA, said, "The idea of partnering with RADD and Fox Interactive to send a safety message in an exciting format is a very good fit with our mission and purpose."

Fox's World's Scariest Police Chases specials, licensed by Twentieth Television, are shown on syndicated television outlets in nearly every media market in the country.

About Fox Interactive:

Recognized as an innovative industry leader, Fox Interactive, an operating unit of Fox Filmed Entertainment, a News Corp. company, is committed to developing a full range of bold and engaging interactive entertainment. The company creates and co-publishes computer and video game software based on Fox franchises as well as new and original properties. For additional information on Fox Interactive upcoming releases, log on to www.foxinteractive.com.

About RADD:

Recording Artists, Actors & Athletes Against Drunk Driving (RADD), a SEMA Sport Compact Council (SCC) member organization and 501(c)(3) non-profit, is the voice of the entertainment industry about road safety. Since it was founded in 1986, more than 450 volunteer celebrity endorsers ## from Mario Andretti and Danny Sullivan, to Aerosmith, No Doubt, Shaquille O'Neal, and Paul Walker##- have teamed up with the organization which earned the U.S. Department of Transportation's prestigious "Public Service Award" in 1997. Visit www.radd.org for more information.

About RASR

Racers Against Street Racing (RASR) is a coalition of auto manufacturers, aftermarket parts companies, professional drag racers, sanctioning bodies, automotive magazines and Web sites devoted to promoting safe and legal alternatives to illegal street racing. A subcommittee of SEMA's Sport Compact Council, RASR uses grassroots marketing efforts and hero racers as volunteer spokespeople and role models. SEMA represents the $26 billion specialty automotive industry. The trade association has more than 4,500 member companies. It is the authoritative source of research data, trends and market growth information for automakers and the specialty auto products industry. The industry provides appearance, performance, comfort, convenience and technology products for passenger cars, minivans, trucks, SUVs and recreational vehicles. For more information, contact SEMA at 1575 S. Valley Vista Dr., Diamond Bar, CA, 91765-3914; call 909/396-0289; or visit www.sema.org or www.enjoythedrive.com or www.racersagainststreetracing.org .

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