SI Featuring Different Covers For USWNT Time Inc. Buys Companies That Will Form SI Play Microsoft Adds NASCAR, Hendrick Deals Coca-Cola Re-Signs With SMI Through '20 SI Parent Time Inc. Acquires FanSided Network SI To Create Dedicated Film Division MLS Signs Multiyear Deal With Coca-Cola Coke, Toshiba Sign On As Vegas Arena Partners Coke Debuts Drinkable Ad During Final Four Bing Becomes 18th NCAA Sponsor
SBD/15/Sponsorships Advertising Marketing
SEGA'S "SWAT" MARKETING ON THEIR WAY TO THE TOKYO EXCHANGE?
Published June 15, 1995
Sega of America's $50M "guerrilla marketing" blitz to sell their Saturn game is examined by Michelle Quinn of the SAN FRANCISCO CHRONICLE. Sega's "self-described 'SWAT' marketing team" has done a deal with Coca-Cola and will run print ads in Playboy, Wired, Rolling Stone, and Sports Illustrated "trying to snare: Saturn's market of 18-35 year olds (SAN FRANCISCO CHRONICLE, 6/15). Sega's shares fell 7.7% in early morning trading on the Tokyo Stock Exchange. The reason was "fear of mounting competition" in the video game market, as news that Softbank and Microsoft are working on a joint venture to develop and market computer-game software which can be used on PCs (USA TODAY, 6/15).