'GUITAR HERO II'; Stacey Hirata.(Special Report: Marketing 50)(marketing of RedOctane's Guitar Hero and Microsoft Corp's Xbox 360)(Brief article)

Advertising Age, November, 2007 by Bulik, Beth Snyder

Byline: beth snyder bulik

While "Guitar Hero" fans have been shredding to the rock-star fantasy video game since late 2005, it took the introduction of "Guitar Hero II" for PlayStation 2 in late 2006 and for Microsoft's Xbox 360 in 2007 with downloadable tracks to make the game a cultural phenomenon. Celebrity guitarists confessed their addictions and played at PR events for the game.

"Guitar Hero" parties became common for both a younger set among friends and couples and an older audience reliving the rock anthems of its youth. Under the direction of Stacey Hirata, 38, VP-marketing at publisher RedOctane, the game found popularity as a marketing gimmick at bars and restaurants to draw crowds. The Xbox 360 version got additional marketing power with a...

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