Press release: 2000-09-07: Sega Introduces New TV Ad Campaign to Launch SegaNet Online Gaming Service; Brand Revives Popular Campaign 'Sega Scream'

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

SAN FRANCISCO--(BUSINESS WIRE)--Sept. 7, 2000

Sega(R) today announced the introduction of a multi-million dollar advertising and marketing campaign to support the launch of Sega.com's much-anticipated SegaNet(TM), the only high-speed online console gaming network providing Sega Dreamcast(TM) and PC users with the ultimate in speed, reliability and content. The campaign, which includes one 60-second TV spot and two 30-second spots, was created by Foote, Cone & Belding, San Francisco and includes animated footage from Pacific Data Images, the creators of the award-winning animated feature film, Antz. To kick off the campaign, Sega will debut the commercials on September 7th during the 2000 MTV Video Music Awards.

Sega also announced that it is resurrecting the popular "Sega Scream" in each ad. The "Scream" became a part of pop culture history and was infused in American youth vernacular in the early 90s. The return of the "Scream" will become a symbol of Sega's leap into the online world.

A 60-second advertisement, "Civil War," and two 30-second ads, "Crushcrew & Rudd," and "Packer Pack," will air on the 7th during the VMAs, which Sega is sponsoring for the second consecutive year. An estimated 22 million viewers between the ages of 14 and 24 are expected to watch the VMAs this year making it a perfect opportunity for Sega to reach its ideal target market.

"Sega is confident that bringing our compelling content online will move interest in online gameplay from niche enthusiasts to the masses," said Joe Culley, vice president of marketing, Sega of America. "To announce this move, the much-loved Sega Scream will make an encore appearance in our new advertising campaign."

-- "Civil War" illustrates the intense competition that will be experienced through the SegaNet online gaming network. The spot features more than 200 Sega Dreamcast game characters whistling "America the Beautiful" - a call to action for gamers to rise to the challenge of cross-country competition. The 60-second spot instills a sense of rivalry among gamers everywhere and conjures up the competitive nature that is so inherent in the Sega brand.

-- "Crushcrew & Rudd" and "Packer Pack" illustrate the true-to-life graphics of "Sega Sports(TM) NFL 2K1" and the competitive advantage of playing the game via SegaNet. The two 30-second spots feature animated Minnesota Vikings outside linebacker Dwayne Rudd and wide receiver Randy Moss encouraging gamers to join them in taking on teams and players around the country.

The spots will rotate on eight different networks including MTV, ABC, BET, Comedy Central, FOX, UPN, the WB and general cable syndication. On September 7th, the spots will be available for download at www.sega.com or at ftp://ftp.accesspr.com/public/Sega.

About Sega Dreamcast

The 128-bit Internet ready Sega Dreamcast is available in the United States with a built-in 56K modem, allowing for full Internet functionality via SegaNet, the only high-speed online console gaming network and ISP service for Dreamcast and PC users. Dreamcast currently has over 100 titles available. The total Dreamcast game library count will be more than 200 by December 2000.

About Sega.com and SegaNet

Sega.com, Inc. (www.sega.com) is an online entertainment company that integrates Internet technology and innovation with over 40 years of experience in the video game industry. Sega.com also built SegaNet (www.sega.net), the only high-speed online console gaming network and community destination for gamers that provides Dreamcast users with the ultimate in speed, reliability and content. SegaNet offers both Dreamcast and PC gamers the best in 3D multi-player games, chat, community, cheat codes, tournaments and content. SegaNet is also a full service ISP offering gamers everything they need to know about gaming and other areas of interest including music, TV, community, movies, sports and e-commerce. SegaNet is the one stop destination for online games and gaming related content, offering gamers a community built specifically with them in mind.

About Sega

Sega of America is the arm of Tokyo, Japan-based Sega Enterprises, Ltd. responsible for the development, marketing and distribution of Sega videogame systems in the Americas. Sega Enterprises, Ltd. is a nearly $2.5 billion company recognized as the industry leader in interactive digital entertainment media, and is the only company that offers interactive entertainment experiences both inside and outside the home.
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