Sears is venturing into in-game advertising in a hunt for younger customers, with the retailer's auto centers a key component in EA Mobile's new "Road Trippin' " game. Players receive offers on real-world BFGoodrich tires in addition to service for their virtual cars at Sears centers placed throughout the game. "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.

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