Activision has found an unusual way of advertising their X-Men Origins: Wolverine game. No, they aren't touring a nation with demo stations and swag; instead, the publisher has announced plans to sponsor a wolverine enclosure at the Edinburgh Zoo for one year.
“What better way is there to pay homage to the mighty Wolverine by making sure his real life cousins are cared for during the next year?" said Aruna Sinha, Senior Brand Manager at Activision. "With wolverines an endangered species, we see Wolverine having a major role in helping people become more aware of these wonderful creatures and ensuring their survival for many years to come.”
Additionally, the lead male wolverine at the zoo has been renamed "Logan," in respect of the Marvel icon -- the sponsorship probably helped, too. The Edinburgh Zoo is home to the only wolverines in the UK, and thanks to Activision Blizzard, they can continue its wolverine breeding program through 2009 and 2010.
“It’s fantastic that X-Men Origins: Wolverine is sponsoring our very own wolverines here at Edinburgh Zoo," added Cristina Pouso, Corporate Development Manager for the zoo. "As a charity we rely on our fundraising to further our work and sponsorship is an excellent way for us raise essential funds, not just for the day to day care of our animals, but for our conservation projects across the globe.”