Konami Names Media Revolution As Interactive AOR

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Konami of America Inc., a Japanese-owned maker of home video games, has named Media Revolution Inc., Santa Monica, CA, as its interactive marketing agency of record to interest online fans and generate loyalty.


A number of creative agencies pitched for the Konami business. The marketer did not disclose their names, number or the incumbent agency.


"Konami has worked with a number of Web development agencies," said Chris Kramer, director of public relations at Konami, Redwood City, CA. "We just recently let one go because we were unsatisfied with the quality of their service and their turnaround speed."


Media Revolution will work with Canadian-owned FirstWeb on the Konami account, though on different projects.


Konami creates and publishes action and adventure game titles. Popular home video titles include franchises like Metal Gear Solid, Castlevania and Silent Hill.


The company will soon release new titles. Silent Hill 2 will debut around Sept. 25 and Frogger -- The Great Quest will be introduced this fall. Metal Gear Solid 2 launches in November.


"The mandate from the client was to leverage the Internet in a way that would lead to increased sales in the first week of the release of each title," said Gerard Lafond, vice president of marketing and business development at Media Revolution.


Founded in 1996, Media Revolution has clients including MGM Corp., video game maker Capcom, Legacy Interactive, DirecTV, Sony Pictures Entertainment and the United States Air Force.


A key to the marketing strategy for Konami is to create an online environment that compels consumers to buy the title. One way of doing this is via teaser sites that would pique interest in the games without giving the plot away.


Along with stills, flash trailers, updates and a shooting gallery, these teasers will reside on the Konami.com site.


"One of the things that's unique about video games releases is that they're a lot like films," said Ian Bogost, director of technology at Media Revolution. "We're slowly revealing the content to the consumers."


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