Sony Details Socom II Media Bltiz
"Backed by widespread marketing support, SOCOM II: U.S. Navy SEALs, delivers a compelling new gameplay experience to gamers this holiday season," said Ami Blaire, director, product marketing, Sony Computer Entertainment America. "Through dedicated programs across broadcast, print, Web sites, major retailers and the e-SEALs team, we are generating awareness and excitement nationwide for the next evolution in this successful franchise."
National Broadcast/Cable Advertising Campaign
Targeting the 18 and older male audience, the national television campaign is comprised of two distinct themes. The first television spot shows clan members engaging in online gameplay, demonstrating the importance of the tagline, "Choose Your Teammates Wisely." The second television ad showcases a single-player scenario gamers may encounter as SEALs are attempting to breakdown a terrorist stronghold. The television campaign for SOCOM II: U.S. Navy SEALs kicks off on November 2. The spots will run in various time slots on network, cable and syndicated programming continuing through January 2004. Executions will air on FOX, NBC, UPN, CBS, and WBN networks, reaching viewers of "Cops," "Saturday Night Live," "Skin," "Late Night with Conan O'Brien," "Angel," "Drew Carey," "Last Call with Carson Daily," "Mad TV," "WWE Smackdown" and more. Targeted Cable programming on "South Park," "Wild On," "Howard Stern," "TRL," "Big PlayStation Saturday," and "College Football" will also be utilized with spots running on BET, Comedy Central, E!, ESPN, ESPN2, FoxFX, MTV, MTV2, Speedvision, TBS, TNN, VH1, and USA Network.
National Print Advertising Campaign
To support SOCOM II: U.S. Navy SEALs, the print advertising campaign showcases the varied SEAL areas of operations, including a jungle and a city setting, emphasizing the urban warfare theme. The campaign will reach millions of readers nationwide through placements in a wide variety of national consumer, gaming, men's lifestyle, and military-themed publications. The print campaign will begin in November and continue through January 2004. Print ads will run in publications such as Military Times, S.W.A.T. Magazine, Playboy, Maxim, FHM, Men's Health, Stuff, Wired, Game Informer, Official PlayStation Magazine, Electronic Gaming Monthly and many more.
Viral and Online Advertising
Viral advertising will consist of tournament-style promotions with Playboy. Playboy's promotion will include several college tournaments in November and December, followed by an online sweepstakes that provides consumers the chance to participate in a boot camp with the Playboy X-treme team. Online advertising will commence in October and continue through the end of December. The ad highlights a "search and destroy" tactic and will be run on Web sites such as atomfilms.com, ign.com, espn.com, and military.com.
National Retail Support and Viral Promotions
Major retailers will be providing customers who preorder SOCOM II: U.S. Navy SEALs, a single-player demo disc that encompasses the game's first mission. The retailers will be supporting this program with Point-of-Purchase displays and advertising. The viral promotion component will target the e-SEALs team, which is a fanbase of more than 25,000 players that fanatically supports the SOCOM franchise. Individual missions provide the opportunity to win SOCOM-themed prizes as well as clan tournaments.
10/30/2003 Aaron Thomas