E4 partners with Nintendo for Mario Kart 8 launch

Channel 4 has struck an exclusive deal with Nintendo to promote the release of Mario Kart 8 on Wii U across its E4 channel.

The tie-up will see the channel push the game's new TV feature, which let players share a 30, 45 or 60-second highlight reel of their best race moments immediately after playing via Nintendo’s MiiVerse social network and YouTube.

As part of this, E4 will be offering players a one in five chance to have their race highlights broadcast on E4, from the game’s release on 30 May to 2 June. Players can enter their details for a chance to win via a linked E4 Nintendo competition page.

The winning players will have their race highlights broadcast on E4 between 2 June and 6 June and will also win a real-life Mario Kart cup.

Ad spots for the competition are set to roll out from this evening (23 May).

Roger Langford, Mario brand manager at Nintendo UK said: “Mario Kart TV is a great addition to the Mario Kart functionality and we think it’s something that fans will really enjoy. It’s great to rewatch in detail those key moments in the race, whether it’s getting blue-shelled, exploring the new anti-gravity mode or reliving your victory as you cross the finish line, E4 is a perfect vehicle for highlighting this feature to a young and engaged audience and we’re looking forward to seeing the entries.”

The broadcaster worked with MEC to broker the deal, which will see E4 viewers given the chance to win a Wii U.

The spot creative was designed and created by the Picture Production Company.

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