Sega prepares Olympic marketing campaign

Sega will focus its marketing efforts for Vancouver 2010: The Official Video Game of the Olympic Winter Games around the real-world event for maximum impact.

The publisher is working hard to ensure the title lives up to the performance of its predecessor, which was met
with impressive sales when released alongside the Beijing event in 2008.

Our previous next-gen Olympic-licensed title has performed really well for us – becoming the industry’s most successful official Olympic title to date,” said UK marketing manager Jo Fawell.

The developer team at Eurocom has again produced a great game. This time the dangerous nature of the
winter Olympic events themselves add to the adrenaline of the game.”

Key to the publisher’s efforts will be a highly targeted TV campaign, comprised of 30 and 20-second ads running alongside coverage of the real-life Winter Olympics.

The TV spots will also be timed to run with programming aimed at 16 to 34-year-olds across channels including Sky 1, Dave, E4, ITV2, Comedy Central and Eurosport.

This will be supported by a heavyweight online campaign with site takeovers and rich media creatives on dedicated sports sites such as Eurosport, Sky Sports, Talk Sport and MSN.

Finally, advertorials and single page ads will appear in national press, specialist sporting publications and men’s lifestyle magazines as part of a dedicated three-month campaign.

The winter games are gathering popularity as extreme sports are more accessible and prevalent than ever before,” said Fawell.

Consumers can embrace the spirit of the Olympics and bring home the gold.”