SBD/15/Sponsorships Advertising Marketing

SEGA'S "SWAT" MARKETING ON THEIR WAY TO THE TOKYO EXCHANGE?

     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).
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