Branded Sears Auto Center Shops to be Integrated in Road Trippin' For iPad, iPhone and iPod Touch by EA Mobile

HOFFMAN ESTATES, Ill., Nov. 23, 2011 /PRNewswire/ -- Sears Auto Centers has teamed up with EA Mobile™, a division of Electronic Arts Inc. (NASDAQ: ERTS) and the world's leading mobile games publisher, to incorporate Sears Auto Centers and BFGoodrich Tires products in Road Trippin'™, the latest game from EA Mobile now available in the App Store(SM). Road Trippin' takes players on an adventure of a lifetime visiting over 100 cities across the United States, while completing numerous challenges along the way. 

To support the launch, EA Mobile worked with Sears Auto Centers to bring branded auto shops into the game. Sears Auto Centers are destinations throughout the game where players can tune up their cars, receive "power boosts" and earn extra points. During these pit stops, Sears Auto Centers and BFGoodrich Tires will offer discounts to upgrade players' tires on their vehicles parked in their actual driveways at home. This discount will be offered exclusively to Road Trippin' players through the game.*

"Games are the most popular type of app used on mobile devices, and with more than one billion smartphones in market, mobile game integration now offers brands a chance to reach broad consumer audiences," said Dave Madden, Senior Vice President of Global Media Solutions at Electronic Arts. "But it's more than just numbers—this collaboration allows Sears Auto Centers to feature products in clever and fun ways that add value to the game experience plus a chance to earn real-life rewards."  

"Mobile gaming is a great venue to introduce Sears Auto Center's products and services to a new generation of customers," said Lori Williams, Chief Marketing Officer for Sears Auto Centers. "With the number of mobile game players growing every day, Road Trippin' enables Sears Auto to leverage this new marketing channel to engage with potential customers in a relevant way."

The Road Trippin' App is available for free from the App Store on iPad™, iPhone® and iPod touch™ or at www.itunes.com/appstore.

The brand integrations into Road Trippin' involved multiple teams including EA, Sears Auto Centers in connection with BFGoodrich Tires, Sears Media, Mobext and mobile gaming experts MediaMob.

EA Mobile has a solid reputation for its pioneering and market leadership in mobile gaming. For more information about EA Mobile, please visit www.EAMobile.com, join us on Facebook at www.facebook.com/EAMobile or follow us on Twitter at www.twitter.com/EAMobile.

*Email address required to receive a mail-in rebate when you buy four BFGoodrich tires from a Sears Auto Center.

About Sears Auto Center

Sears Auto Center is a leading provider of automotive maintenance and repair services and parts, with nearly  840 locations nationwide offering a full array of passenger and light truck tires, DieHard® batteries, Craftsman® auto accessories and more. Sears has a long history as America's trusted place for car care, having offered auto parts since 1905 and service since 1931. Sears Auto Center offers customers convenient locations and hours, as well as an extensive menu of services. Sears Auto Center is a division of Sears, Roebuck and Co., a subsidiary of Sears Holdings Corporation.

About Sears Holdings Corporation

Sears Holdings Corporation is the nation's fourth largest broadline retailer with over 4,000 full-line and specialty retail stores in the United States and Canada.  Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden, consumer electronics and automotive repair and maintenance.  Sears Holdings is the 2011 ENERGY STAR® Retail Partner of the Year.  Key proprietary brands include Kenmore, Craftsman and DieHard, and a broad apparel offering, including such well-known labels as Lands' End, Jaclyn Smith and Joe Boxer, as well as the Apostrophe and Covington brands.  It also has the Country Living collection, which is offered by Sears and Kmart.  We are the nation's largest provider of home services, with more than 11 million service calls made annually.  Sears Holdings Corporation operates through its subsidiaries, including Sears, Roebuck and Co. and Kmart Corporation.  For more information, visit Sears Holdings' website at www.searsholdings.com. Twitter: @searsholdings | |Facebook: http://www.facebook.com/SHCCareers

About EA Mobile

EA Mobile™ is the world's leading wireless entertainment publisher with award-winning games such as Tetris®, Bejeweled®, The Sims™, and Need For Speed™. The EA Mobile portfolio also includes casual games based on the company's alliance with Hasbro, Inc. including MONOPOLY, YAHTZEE and SCRABBLE (in the U.S. and Canada) as well as sports blockbusters from the EA SPORTS™ brand, including Madden NFL Football and FIFA Soccer . EA Mobile develops games for multiple mobile platforms including mobile phones, smartphones, the iPhone®, iPad™ and iPod touch®. For more information about EA Mobile, please visit www.eamobile.com.

About Electronic Arts

Electronic Arts (NASDAQ:ERTS) is a global leader in digital interactive entertainment. The Company's game franchises are offered as both packaged goods products and online services delivered through Internet-connected consoles, personal computers, mobile phones and tablets. EA has more than 100 million registered players and operates in 75 countries.

In fiscal 2011, EA posted GAAP net revenue of $3.6 billion. Headquartered in Redwood City, California, EA is recognized for critically acclaimed, high-quality blockbuster franchises such as The Sims™, Madden NFL, FIFA Soccer, Need for Speed™, Battlefield, and Mass Effect™. More information about EA is available at http://info.ea.com.

EA Mobile, Road Trippin', EA SPORTS, The Sims and Need for Speed are trademarks of Electronic Arts Inc.  Mass Effect is a trademark of EA International (Studio and Publishing) Ltd. MONOPOLY, SCRABBLE and YAHTZEE are trademarks of Hasbro and are used with permission. Tetris is a registered trademark of Tetris Holding.  Bejeweled is a registered trademark of PopCap Games, Inc.  iPhone and iPod touch are registered trademarks, iPad is a trademark and App Store is a service mark of Apple Inc. All other trademarks are the property of their respective owners.

Media Contacts:
Alexa Waltz
Fleishman-Hillard
415-318-4110  
[email protected]

Larry Costello, PR Director
Sears Holdings
(847) 286-9036
[email protected]

SOURCE Sears, Roebuck and Co.