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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).