Tricia Duryee, On Tuesday August 9, 2011, 12:00 pm EDT Electronic Arts will be giving away a free Chevy Cruze to one lucky player, who masters the free version of Madden NFL 12 that became available for download this morning on Xbox and PlayStation.The sponsorship is the first example of how EA expects to monetize demos of games going forward. The technology it built to do so is called EA Signal, which allows for advertising in demos, including the ability to insert videos of celebrity appearances and developer interviews or other tutorials inside the game.Brands and marketers can also conduct contests and sweepstakes inside the games.In the case of Madden, EA is trying out a little bit of everything the first time around.In the demo version of Madden NFL 12, which is available for download on Microsoft’s Xbox Live and Sony’s PlayStation Network, players will have a chance to win a Chevy Cruze, watch videos and even learn new elements of the game.The videos feature Van Bernardino, who goes by the name “Prodigy,” and is known in gaming circles for being a champion Madden NFL videogame player. In the video, he drives a Chevy Cruze down California’s coast to meet up with former New Orleans Saints halfback and Super Bowl champion Reggie Bush.Together, the two demonstrate how to play the game and specifically give instructions on how to run an “audible.”. That’s when the quarterback decides to run a different play at the last minute and calls it out to his players.If the player uses an audible to score a touchdown, they will receive a special code. The code must be entered on the Madden NFL 12 Facebook fan page for a chance to win a new 2011 Chevy Cruze.Most of EA’s big console releases have a demo, so this will only be the first of many brand partnerships.Last year, the Madden demo was played by more than two million players. Overall, EA says it reaches about 70 million users on both Xbox and PlayStation through its demos, making it a sizable audience.“In the console environment, one of the great places to identify value is in the demo,” EA’s Madden said. “They are in a buying mode. It’s the right mindset.”The full version of Madden comes on Aug. 30, and the contest ends Sept. 30.