Time Inc. Sports Adds Patty Hirsch Microsoft Adds Race As Dale Jr.'s Primary Sponsor 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
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).