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October 30 2003

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SONY COMPUTER ENTERTAINMENT AMERICA LAUNCHES MULTI-MILLION DOLLAR MARKETING CAMPAIGN FOR SOCOM II: U.S. NAVY SEALs

Untitled Document FOR IMMEDIATE RELEASE

SONY COMPUTER ENTERTAINMENT AMERICA LAUNCHES MULTI-MILLION DOLLAR MARKETING CAMPAIGN FOR SOCOM II: U.S. NAVY SEALs

Gamers Are Encouraged to "Choose Your Teammates Wisely" In The Sequel to The Number One Online Console Game

FOSTER CITY, Calif., October 30, 2003 - Sony Computer Entertainment America Inc. announced today the details of the extensive marketing campaign for SOCOM II: U.S. Navy SEALs, the sequel to the number one online console game, SOCOM: U.S. Navy SEALs. The tagline, "Choose Your Teammates Wisely" will be highlighted in national television advertising, alongside a dedicated national print, viral and online media campaign with a strategy guide, promotional and retail support.
Following the original SOCOM: U.S. Navy SEALs which is in the hands of more than
1.6 million gamers in North America, and now a "Greatest Hits" for PlayStation 2, SOCOM II: U.S. Navy SEALs is available exclusively for the PlayStation®2 computer entertainment system on November 4. Developed by Zipper Interactive, Inc. and produced by Sony Computer Entertainment America's Foster City Studio, SOCOM II: U.S. Navy SEALs is created in association with Naval Special Warfare Command, enabling the most realistic SEAL gameplay and mission designs of any military shooter.
"Backed by widespread marketing support, SOCOM II: U.S. Navy SEALs, delivers a compelling new gameplay experience to gamers this holiday season," said Ami Blaire, director, product marketing, Sony Computer Entertainment America. "Through dedicated programs across broadcast, print, Web sites, major retailers and the e-SEALs team, we are generating awareness and excitement nationwide for the next evolution in this successful franchise."


National Broadcast/Cable Advertising Campaign
Targeting the 18 and older male audience, the national television campaign is comprised of two distinct themes. The first television spot shows clan members engaging in online gameplay, demonstrating the importance of the tagline, "Choose Your Teammates Wisely."
The second television ad showcases a single-player scenario gamers may encounter as SEALs are attempting to breakdown a terrorist stronghold. The television campaign for SOCOM II: U.S. Navy SEALs kicks off on November 2. The spots will run in various time slots on network, cable and syndicated programming continuing through January 2004.
Executions will air on FOX, NBC, UPN, CBS, and WBN networks, reaching viewers of "Cops," "Saturday Night Live," "Skin, ""Late Night with Conan O'Brien," "Angel," "Drew Carey," "Last Call with Carson Daily," "Mad TV," "WWE Smackdown" and more. Targeted Cable programming on "South Park," "Wild On," "Howard Stern," "TRL," "Big PlayStation Saturday," and "College Football" will also be utilized with spots running on BET, Comedy Central, E!, ESPN, ESPN2, FoxFX, MTV, MTV2, Speedvision, TBS, TNN, VH1, and USA Network.

National Print Advertising Campaign
To support SOCOM II: U.S. Navy SEALs, the print advertising campaign showcases the varied SEAL areas of operations, including a jungle and a city setting, emphasizing the urban warfare theme.
The campaign will reach millions of readers nationwide through placements in a wide variety of national consumer, gaming, men's lifestyle, and military-themed publications. The print campaign will begin in November and continue through January 2004. Print ads will run in publications such as Military Times, S.W.A.T. Magazine, Playboy, Maxim, FHM, Men's Health, Stuff, Wired, Game Informer, Official PlayStation Magazine, Electronic Gaming Monthly and many more.


Viral and Online Advertising
Viral advertising will consist of tournament-style promotions with Playboy. Playboy's promotion will include several college tournaments in November and December, followed by an online sweepstakes that provides consumers the chance to participate in a boot camp with the Playboy X-treme team. Online advertising will commence in October and continue through the end of December. The ad highlights a "search and destroy" tactic and will be run on Web sites such as atomfilms.com, ign.com, espn.com, and military.com.

National Retail Support and Viral Promotions
Major retailers will be providing customers who preorder SOCOM II: U.S. Navy SEALs, a single-player demo disc that encompasses the game's first mission. The retailers will be supporting this program with Point-of-Purchase displays and advertising.
The viral promotion component will target the e-SEALs team, which is a fanbase of more than 25,000 players that fanatically supports the SOCOM franchise. Individual missions provide the opportunity to win SOCOM-themed prizes as well as clan tournaments.

About SOCOM II: U.S. NAVY SEALs
Protect America from enemy forces in urban and rural warfare throughout the world in SOCOM II: U.S. Navy SEALs, exclusively for the PlayStation®2 computer entertainment system. Featuring new gameplay, chat functionality, mission types, weapons and more, players will again be able to play and communicate online in a competitive environment using online broadband or LAN play through all new combat environments and maps. In addition to demolition, suppression and extraction (hostage rescue), new mission types such as escort and breach are available in the online mode. Teamwork is crucial and players can communicate real-time either in the game lobby or in online play using a SOCOM headset or USB headset (for PlayStation 2) and view the "who's talking display."
In single-player mode, SOCOM II places you in the role of an elite SEAL commander whose team's orders are simple - strike targets of importance within 12 all new intense international missions ranging from Algeria and Albania to Brazil and Russia. Utilizing the best weaponry, technology and training available, players will battle through new terrain and urban environments and can accept no outcome but victory.
The independent Entertainment Software Rating Board (ESRB) has rated SOCOM II: U.S. Navy SEALs "M" for Mature. For more information about the ESRB visit www.esrb.org.
The U.S. Navy provided technical assistance during the development of this game, but does not officially endorse this product.

About Sony Computer Entertainment America Inc.
Sony Computer Entertainment America Inc. continues to redefine the entertainment lifestyle with its PlayStation® and PS one™ game console, and the PlayStation®2 computer entertainment system. The PlayStation 2 computer entertainment system is set to revolutionize the home entertainment market, offering the most compelling interactive content and the capability to be used as a network terminal in the coming broadband era.
Recognized as the undisputed industry leader, Sony Computer Entertainment America Inc. markets the PlayStation family of products and develops, publishes, markets and distributes software for the PS one game console and the PlayStation 2 computer entertainment system for the North American market. Based in Foster City, Calif. Sony Computer Entertainment America Inc. serves as headquarters for all North American operations and is a wholly-owned subsidiary of Sony Computer Entertainment Inc.

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