Sega Introduces Massive Tv Ad Campaign Gearing Up for Launch of Sega Dreamcast; Futuristic Mini-Movie Breaks on National Television

Business Wire, August 9, 1999

SAN FRANCISCO--(BUSINESS WIRE)--Aug. 9, 1999--

Sega(R) of America today announced the next phase in its $100 million marketing campaign for the much-anticipated launch of Sega Dreamcast(TM), the superconsole with a built-in 56K modem that brings the most advanced and realistic video gameplay ever developed to consumers.

The nationally syndicated television commercial "Apocalypse" will break on August 9 on more than nine networks and air until the system's launch date on 9.9.99.

"Apocalypse" is the second phase of broadcast advertising for Sega Dreamcast following a trio of 15-second teaser spots that began airing in early July and introduced the concept of man vs. machine with the tag line, "It's Thinking." This positioning -- referring to the technology engine inside Sega Dreamcast that can evolve and continue to outsmart human opponents -- is further developed in this live-action spot.

Created by Foote, Cone and Belding, San Francisco, this action-packed futuristic action mini-movie reveals in detail how the revolutionary gaming console thinks for itself. The spot contains fifty-six seconds of special effects and live action and four seconds of Dreamcast produced animation and is the first time the Sega Dreamcast console will be shown on television.

In the ad, a villainess attempts to steal Sega Dreamcast, unleashing the tremendous power and knowledge of this thinking machine which, through its Internet connectivity, taps into an electronic infrastructure to thwart her dramatic escape attempt. Filmed in Vancouver, British Columbia by award-winning Irish director John Moore, the special effects include pyrotechnics, a simulated plane crash, car chases and explosions all done with state-of-the-art cinematography that produce a visual experience unparalleled in videogame advertising. The actress who plays the villainess received her black belt in Japan and even performs her own martial art sequences.

The animated portion of the spot was created by Pacific Data Images, the creators of the award-winning animated feature film, Antz. Utilizing models and assets straight from the Dreamcast hardware, the sequence features Sega's beloved mascot Sonic and more than forty 1st and 3rd party game characters consumers will recognize.

The spot will rotate on nine different cable networks including MTV, FOX, WB, UPN, ESPN, USA, World Wrestling Federation/20th Century/Columbia syndication, ZDTV, and The Box. "Apocalypse" will also be available for download as of August 9th on www.sega.com

There will also be a 90-second version of the spot which will air during the MTV Video Music Awards, the "SuperBowl" of the young adult demographic, reaching an expected audience of more than 22 million on 9.9.99. This 90-second spot will introduce the last phase of the Sega Dreamcast launch campaign -- six fully animated executions, three of which will premiere throughout the evening of the VMAs.

"This epic action spot will mirror the revolutionary gaming experience delivered on Sega Dreamcast. Just as consumers will be drawn in by our exciting and addictive gameplay, this commercial was designed so that each time it is viewed by our consumers they will discover hidden details and learn more about the complex plot," said Peter Moore, senior vice president of marketing at Sega of America. "This ad is fast, mysterious, and powerful -- totally different than anything ever done by any company in the videogame industry."

About Sega Dreamcast

Sega Dreamcast will be available in the US at a suggested retail price of $199, with the built in 56K modem. The system will have 16 titles available at launch, with the number growing to 30 by the end of the year. Third-party titles now in the works will bring the total Sega Dreamcast game library count to more than 100 in the year 2000.

Along with its low price point, Sega Dreamcast will achieve other industry firsts at launch. Its advanced 128-bit architecture makes it the first console with evolutionary capabilities, allowing it to grow and change to match advances in technology and the needs and desires of the consumer.

Sega Dreamcast is also the most powerful video game console ever created. It is 15 times more powerful than a Sony PlayStation(TM), ten times more powerful than a Nintendo 64 and has four times the graphics processing power of the fastest Pentium II processor. In addition, Sega Dreamcast is the first console to utilize hand-held gaming through its Visual Memory Unit (VMU), a 128K card that acts as a personalized memory device for strategic and portable game play, allowing players to swap games with friends in the home, arcade or head-to-head using two VMUs. Additionally, the Sega Dreamcast Network will allow gamers to download saved games with the VMU.

Sega Dreamcast provides console gamers with another first -- an online gaming network where consumers pop in a CD, click on a button and are instantly immersed in a highly interactive gaming environment with thousands of other gamers nationwide. This gaming portal will feature in-depth gaming news, reviews and insider information and gamers will receive regular updates via e-mail detailing games, hints, cheats and information and the ability to demo games and experience force feedback through the Sega Rumblepack.