Press release: 2000-05-11: Sega Marketing Explodes in 2000; Sega Dreamcast and SegaNet to Receive Massive Marketing Support This Year

This is an unaltered copy of a press release, for use as a primary source on Sega Retro. Please do not edit the contents below. Language: English Original source: The Free Library

LOS ANGELES--(BUSINESS WIRE)--May 11, 2000

Sega(R) today announced new details surrounding the 2000 marketing plans for Sega Dreamcast(TM), the 128-bit, Internet-ready superconsole, and SegaNet(TM), the only high-speed console gaming network and ISP.

Following the success of 1999, Sega will flex its marketing muscle to make 2000 the biggest year yet in reaching its target consumer, while maintaining the incredible momentum around Sega Dreamcast. Ranging from an expansive print and broadcast advertising campaign to full sponsorship of the 2000 MTV Video Music Awards -- the "SuperBowl" of the young adult demographic -- Sega will be armed with an arsenal of marketing artillery this year.

This year's marketing budget of $135 million is comprised of advertising opportunities in national and regional print publications, national and local market broadcast, online websites, as well as a public relations blitz similar to what was used to launch Sega Dreamcast on 9-9-99. The marketing campaign for Sega is aimed to hit the enthusiastic nerve of consumers, driving home the message that Sega is taking gamers where gaming is going -- which is online.

"Sega has been in this industry for more than 40 years and the company has deep roots and history with the gaming consumer," said Chris Gilbert, executive vice president of marketing, sales and operations, Sega of America. "We are committed to this audience and are excited to bring them the future of console gaming with SegaNet, and a slew of ground-breaking games available in 2000."

Advertising

Created by Foote, Cone and Belding, San Francisco, Sega's print and television ads will focus around the theme that "Opponents are Everywhere," stressing the competitiveness of gaming and how that will now be taken to a new level with online gaming on SegaNet. These print ads will be featured in gaming publications beginning in July, while Sega's ongoing television ads can be seen on the WB Network, prime time television, sports-related programming and others. With an impressive media buy, Sega will be everywhere this year.

2000 MTV Video Music Awards

On September 7, 2000, the same week Sega Dreamcast celebrates its first birthday, Sega will be a full sponsor of the 2000 MTV Video Music Awards show, airing live to an audience of approximately 22 million. The number one watched cable show with Sega's demographic, the MTV Video Music Awards typically play to an audience of men and women aged 12-24, which makes this an ideal marketing marriage between the two companies. Sega will show advertisements both before and during the Awards that feature Sega Dreamcast hardware and upcoming online titles including "Sega Sports(TM) NFL 2K1."

Promotions

Key to the marketing program for Sega Dreamcast are promotional opportunities with mass market vehicles. Sega is continuing to line up large-scale consumer promotions which partner Sega Dreamcast with the people, events and places which appeal to its key demographic. This summer Sega will sponsor Ozzfest, last year's highest grossing music tour, and sporting events such as The ACG Indoor snowboarding exhibition. At all events, the Sega Dreamcast Mobile Assault Tour will give gamers a chance to play games at their favorite venues.

Product Placement

Sega's celebrity and sport star seeding program for Sega Dreamcast ensures that "everybody who's anybody" has a Sega Dreamcast. A seeding program is already underway that places Sega Dreamcast on the hottest shows, movies and music events around the nation. In fact, Sega Dreamcast has already been seen on "The Drew Carey Show," "South Park," "Get Real," and "The Simpsons."

About Sega Dreamcast

The 128-bit Internet ready Sega Dreamcast is available in the US with a built-in 56K modem, allowing for full Internet functionality via SegaNet(TM), the only high-speed online console gaming network and ISP service for Sega Dreamcast and PC users. Sega Dreamcast currently has more than 80 titles available. The total Sega Dreamcast game library count will be more than 200 in the year 2000.

About SegaNet

Sega.com, Inc. is a new online entertainment company whose goal is to become the online destination for gamers. Sega.com integrates SegaNet, the only high-speed online console gaming network providing Dreamcast users with the ultimate in speed, reliability and content. SegaNet offers gamers the best in 3D multi-player games, chat, community, cheat codes, tournaments and content. SegaNet is also an ISP for Sega Dreamcast and PC users, offering gamers everything they need to know about gaming and other areas of interest that tie in with gaming including music, TV, community, movies, sports and e-commerce.

About Sega

Sega of America Dreamcast, Inc. is the arm of Tokyo, Japan-based Sega Enterprises, Ltd. responsible for the development, marketing and distribution of Sega videogame systems and videogames in the Americas. Sega Enterprises, Ltd. is a nearly $2.5 billion company recognized as the industry leader in interactive digital entertainment media, offering interactive entertainment experiences both inside and outside the home. Sega of America's World Wide Web site is located at www.sega.com.

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