Sega's Upcoming Marketing Strategy

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Sega of America Inc., San Francisco, has outlined its upcoming marketing strategy -- online and offline -- for its new video game machine, the much anticipated Dreamcast.


The campaign will include sponsorship of the MTV Music Video Awards to be broadcast Sept. 9, which is the same day the platform ships.


Sega's marketing push also incorporates a TV ad buy, with more than 950 TV spots in rotation from July 1999 to March 2000, as well as an alliance with Pepsi for a pre-movie trailer called Hot Topics, focusing on what's hot in popular culture, which will include Arnold Schwarzeneggar's next film and the Sega Dreamcast. They will also appear before previews for movies like Star Wars: Episode I The Phantom Menace and Wild, Wild West and will appear on 11,000 screens nationwide starting in July.
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