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Formula One transforms promotional campaign

  SCEA has given word of the promotional scheme behind 989 Sportsí Formula One 2001 for the Playstation 2. During this week, SCEA has boosted a promotional campaign with the Formula One United States Grand Prix in Indianapolis. It will feature Benetton Formula One driver, Jenson Button, and will be structured around a national multi-million dollar advertising fund.

   Included in this promotional campaign is a contest that will duel players of Formula One on the PS2 against each other with the winner competing with Formula One driver, Jenson Button. TV ads will also be in full swing, as Formula One 2001 will be shown heavily in print campaigns as well.

   "As the American public awaits the second annual U.S. Grand Prix, we want to extend that enthusiasm before and after the race with Formula One 2001," said Ami Blaire, director, product marketing, Sony Computer Entertainment America Inc. "For many Formula One fans who cannot attend the race, Formula One 2001 is the next best thing to being there!"

   "From our consumer challenge to sampling on the 'PlayStation 2 Touring Attraction,' the U.S. Grand Prix is the heart of American Formula One enthusiasm," said Sharon Shapiro, director, promotions, Sony Computer Entertainment America Inc. "Our efforts during race weekend will extend that enthusiasm into the living room on PlayStation 2."

9/26/2001 Matt Stensrud

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