sonycowboy
Member
08.05.04, 1:38 PM ET
Sony Computer Entertainment Europe (SCEE) is planning a major data-capture campaign as it promotes a raft of new games for PlayStation2.
The initiative targets sports fans and features a mailpack that will be sent to selected names from the PlayStation2 database. SCEE aims to boost awareness of This Is Football 2004, Athens 2004, F1 2004 and Smash Court Tennis 2.
The creative is 'jingoistic' and features the strapline 'Britain needs champions this summer'. The pack includes an additional leaflet inviting gamers to enter a competition for the chance to win the games they do not already have. There is also a fake gold thumb for gamers to use as a pretend trophy.
The campaign has been devised by Claydon Heeley Jones Mason. Creative director Dave Woods says: "PlayStation has spawned a generation of incredibly skilled gamers - now they can win a trophy."
SCEE recently revamped its pan-European customer management strategy to build stronger links with the gaming generation (PM June 25).
Sony Computer Entertainment Europe (SCEE) is planning a major data-capture campaign as it promotes a raft of new games for PlayStation2.
The initiative targets sports fans and features a mailpack that will be sent to selected names from the PlayStation2 database. SCEE aims to boost awareness of This Is Football 2004, Athens 2004, F1 2004 and Smash Court Tennis 2.
The creative is 'jingoistic' and features the strapline 'Britain needs champions this summer'. The pack includes an additional leaflet inviting gamers to enter a competition for the chance to win the games they do not already have. There is also a fake gold thumb for gamers to use as a pretend trophy.
The campaign has been devised by Claydon Heeley Jones Mason. Creative director Dave Woods says: "PlayStation has spawned a generation of incredibly skilled gamers - now they can win a trophy."
SCEE recently revamped its pan-European customer management strategy to build stronger links with the gaming generation (PM June 25).
