Press release: 1998-05-28: E3Expo/Sega Readies Marketing Allies for Largest Video Game Launch in History

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

E3Expo/Sega Readies Marketing Allies for Largest Video Game Launch in History; Dreamcast Marketing Plan Already Underway; Sega Commits $100 Million To U.S. Launch Alone

ATLANTA--(BUSINESS WIRE)--May 28, 1998--The recently announced Dreamcast(TM) super video game console from Sega(R) may still be more than a year away from launch in North America, but forces are already at work developing a marketing blitz the likes of which the video game industry has never seen.

Sega of America has enlisted some of the most prestigious industry heavy weights to build marketing muscle for Dreamcast. And Sega is putting its marketing money where its mouth is, dedicating $100 million solely for Dreamcast's launch in North America.

The Dreamcast introduction will touch all parts of the target consumer's life with unforgettable advertising, sales promotions, event marketing and retail merchandising. The campaign will explore new ways of reaching consumers and enhance their means of interacting with Sega and its products.

Sega's elite battalion of marketing, advertising and promotions companies include Foote, Cone & Belding -- San Francisco; Alcone Marketing Group; the Howard Marlboro Group (HMG) and The Catalyst Group. Their collective experience is evident through successful campaigns for companies such as Levi's, Burger King, MTV and Mazda.

"Sega's business plan mandates 'kick-ass marketing' to launch our new console," said Bernard Stolar, president and COO, Sega of America. "We can't wait to surprise the consumer with our definition of what that means."

The marketing companies behind the Dreamcast launch campaign include the best in the industry: Foote, Cone & Belding -- San Francisco; Widely known for its award-winning Levi's and Dockers(R) ad campaigns, Foote, Cone & Belding -- San Francisco (FCB) is the clear leader in youth-targeted advertising.

FCB, the 1996 Ad Agency of the Year, was one of the first ad agencies ever to be nominated for an Emmy, television's highest honor. FCB will give consumers a wake up call with campaigns showcasing Dreamcast and Sega. Some of FCB's current clients include Levi Strauss & Co., Coors, MTV, Keds, Fox Sports and Amazon.com.

Alcone Marketing Group

If you have eaten at Burger King and ordered a Kid's Club Meal, you have seen Alcone Marketing Group at work. The Irvine-based company is the leader in product promotions, creating promotional opportunities for consumer products by tying them to mass market vehicles. Alcone is already at work with Sega lining up large-scale consumer promotions by partnering Dreamcast with a host of products specifically targeted towards people in the mid-teen to mid-20s market. Alcone Marketing clients include Mazda and the California Lottery.

Howard Marlboro Group

HMG is one of the most respected consumer research and in-store marketing companies in the United States. HMG is already working on a revolutionary consumer retail program for Sega that will turn the industry on its ear with innovative in-store support programs, custom fixtures, interactive merchandising and ground-breaking POP materials. The company is conducting massive consumer research and will be tasked with developing an entirely new in-store presence for Sega. HMG currently works with industry giants such as Coca-Cola, Wal-Mart, Procter & Gamble, Motorola, Nestle, K-Mart, and others.

The Catalyst Group

The Catalyst Group (TCG) is one of Hollywood's most prolific entertainment marketing and product placement companies. Burbank-based TCG will be responsible for the placement of Dreamcast and the Sega name on the hottest shows, movies and music events. TCG currently works with such industry heavy weights at Tropicana, Yamaha, PowerBar, Spalding and Schwinn.

Sega of America 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 $3.0 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. Sega of America's World Wide Web site is located at (http://www.sega.com). -0-

Note to Editors: Dreamcast visuals and press materials available on BusinessWire and PhotoWire, Access Communications FTP site (ftp://ftp.accesspr.com), and the Sega website (http://www.sega.com).


 CONTACT: Sega of America
 Dan Stevens, 650/802-3996
 or
 Access Communications
 David Karraker/Susan Carlson, 415/904-7070 ext. 265/231
 [email protected]
 [email protected]


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