Jak and Daxter hits store shelves
SCEA has announced that Jak and Daxter: The Precursor Legacy has arrived to retailers. The platform game is exclusive to the PS2 and features massive worlds that can be seamlessly explored. The title has been in development for three years and Sony plans to bring an extensive multi-million dollar advertising promotion to the game.
"We are thrilled to have one of the world's premier software developers on board to create Jak and Daxter: The Precursor Legacy, and the end result clearly reflects the caliber of the talent involved in the project,'' said Ami Blaire, director of product marketing at Sony Computer Entertainment America. "Naughty Dog has set a new precedent with Jak and Daxter: The Precursor Legacy, creating a completely unique and immersive entertainment experience that will stretch gamers' imaginations beyond expectations.''
NATIONAL BROADCAST/CABLE ADVERTISING:
The television campaign for Jak and Daxter: The Precursor Legacy kicked off with one of two teaser spots during "Star Wars The Phantom Menace" and the "Macy's Thanksgiving Day Parade," as well as other key holiday features during the Thanksgiving holiday week. Additional spots will run in various time slots during broadcast, cable and syndicated programming from December through March 2002. A total of four different executions will air on prime time and late night including CBS, FOX, NBC, UPN and WBN networks reaching viewers of "The Simpsons," "Fear Factor," "Prince of Egypt," "Buffy," "Roswell," "Charmed," the "Late Late Show with Craig Kilborn," "Conan O'Brien" and "Saturday Night Live." Targeted Cable programming will also be utilized,
with spots running on BET, Comedy Central, E!, ESPN, MTV, Sci-Fi, USA Network, TNT and TBS. A mix of sports programming will consist of spots on ABC, CBS and Fox including "Monday Night Football" and "NFL Under the Helmet." Targeted kids programming will include Cartoon Network, WB Kids, Fox Kids and Nickelodeon.
NATIONAL PRINT ADVERTISING:
To support the mainstream appeal of Jak and Daxter: The Precursor Legacy, a massive print advertising campaign running over six months will reach more than 26 million readers through a wide variety of national consumer publications including Maxim, Stuff, Playboy, FHM, Gear, Spin, Blender, Vibe, Entertainment Weekly, Movieline, Wired, ESPN, Sporting News and Snowboarding magazines. Targeted publications also include leading gaming magazines such as GamePro, Electronic Gaming Monthly, The Official U.S. PlayStation Magazine, PSE2, PSM and Game Informer.
A national promotion to support the release of Jak and Daxter: The Precursor Legacy kicks off in conjunction with the product release and will run through June 30, 2002. Consumers will have the chance to enter the Jak and Daxter "Choose Your Adventure" Sweepstakes through an instant win game-piece packed in with specially marked launch copies of Jak and Daxter: The Precursor Legacy at participating retailers. One grand prizewinner will receive an adventure trip for two, to either Tahiti, Mexico or Hawaii, including roundtrip airfare and hotel accommodation for two. Twenty-five first prize winners will receive an Ericsson mobile phone with $100 of airtime service from Cingular Wireless, and 5,000 second prize winners will win a Jak and Daxter-branded t shirt. Sony Computer Entertainment America, Cingular Wireless and Sony Ericsson also teamed up for another promotion that began in November 2001. The promotion allows consumers who purchase an Ericsson phone or any Ericsson Original Accessories to receive an exclusive demo disk of Jak and Daxter: The Precursor Legacy, which includes a $5.00 coupon towards the purchase of the game.
NATIONAL RETAIL SUPPORT:
Key merchandising support for Jak and Daxter: The Precursor Legacy includes a dedicated point of purchase campaign at all national retailers. Support began with a tease campaign that hit retail in October and continues with a launch campaign that was placed in stores in November, unveiling the characters and the game. Jak and Daxter: The Precursor Legacy combines a variety of different genres, including platform puzzles, adventure, strategy, racing and exploration, into one enormous fantasy. The adventure takes place across an enormous coastline, allowing players to walk seamlessly between levels as they progress through the game. The story begins when a terrible accident transforms Jak's best friend Daxter into an Ottsel -- half otter, half weasel. Together, Jak and Daxter embark on a journey to find the one person who knows the secret to restoring Daxter to his former self. Players are transported to another dimension, as they enter the vivid and magical world of Jak and Daxter: The Precursor Legacy.
12/5/2001 Matt Stensrud