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Showing posts with label Bartle Bogle Hegarty. Show all posts
Showing posts with label Bartle Bogle Hegarty. Show all posts
Why Don't We Play Together?
By
Tom Charnock
The American Dreamcast launch has gained something of a mythical status in this zeitgeist period of celebratory retro-overindulgence. The whole 9.9.99 campaign was a major success as far as console launches went up until that point, and the advertising slogan (It's Thinking) was a fairly interesting tagline that implied that the system was so advanced that it could become self aware at any moment, unhook itself from the TV and bludgeon you to death with an iron while you slept soundly in your cosy warm bed. Happily, reports of this type of occurence were swept under the rug by Sega of America's black ops dept and so life just went on as normal for the vast majority of us. The UK release of the Dreamcast was intended for the first half of September 1999, but due to British Telecom's testing of the Dreamcast network running over deadline, the system didn't launch until October. That's not really relevant here though - what I want to look at in this post is the marketing stategy Sega Europe employed in place of the mighty 'It's Thinking' campaign waged by their US colleagues. The story behind the Dreamcast's various UK and EU advertising campaigns is a muddled one, and involves a plethora of different agencies fighting for a slice of Sega's reported £60m marketing war chest.
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