NFS The Run crash before game starts

I want to ask what is the problem with my computer. The game installed properly but when i run it, it crashes even before it starts. My computer's specs are as follows:

Win 7 Home Premium 64-bit
Intel i5-2430M 2.4GHz
4GB RAM
NVIDIA GeForce GT540M

I hope u guys can help me solve the prob. Thanks!

Application Timestamp: 4eaa0448
Fault Module Name: Need For Speed The Run.exe
Fault Module Version: 1.0.0.0
Fault Module Timestamp: 4eaa0448
Exception Code: c0000005
Exception Offset: 00173ba1
OS Version: 6.1.7601.2.1.0.768.3
Locale ID: 17417
Additional Information 1: 0a9e
Additional Information 2: 0a9e372d3b4ad19135b953a78882e789
Additional Information 3: 0a9e
Additional Information 4: 0a9e372d3b4ad19135b953a78882e789