Extensive TV Advertising Campaign for PlayStation Launched
FOSTER CITY, CALIF. (March 4) BUSINESS WIRE - March 4, 1998 - Tomb
Raider's Popular Videogame Heroine Lara Croft Stars in New PlayStation
Campaign. Fueled by a record-breaking year for the PlayStation(TM)
game console, including millions of new PlayStation(TM) fans across
the nation, Sony Computer Entertainment America today launched a
multi-million dollar television advertising campaign to further spread
the news about its value-priced "Greatest Hits" series.
Tomb Raider, the most recent addition to the "Greatest Hits" line- up,
will be featured, along with its virtual star Lara Croft, in the new
PlayStation national TV campaign, which kicks-off this month. The
campaign includes network television placements during "3rd Rock from
the Sun," "The X-Files," "Seinfeld" and "The David Letterman Show;"
syndicated programs, "The Simpsons," "Married with Children," "COPS,"
and "Martin;" as well as buys on cable stations in more than 50 major
markets across the country.  The "Greatest Hits" Series features a
distinctive roster of PlayStation titles that have already proven to
be all-time favorites among consumers and carry a MSRP of $24.99, with
many retailers advertising product at $19.99. Among the 22 titles in
the series are: Crash Bandicoot(TM), Jet Moto(TM), NFL GameDay(TM),
Twisted Metal(R), NHL FaceOff(TM), Tekken(TM), Battle Arena
Toshinden(TM), WarHawk(TM) and new inductee, the original Tomb
Raider(TM).
"Supporting PlayStation's phenomenal success in 1997, this TV campaign
for the Greatest Hits line is just a small example of what we have to
offer in 1998," said Andrew House, vice president, marketing, Sony
Computer Entertainment America. "Lara Croft's appeal has already
attracted to the PlayStation a broad range in consumers of all
demographics. What better star to promote the value of the Greatest
Hits Series than one of the videogame industry's most popular
heroines."
Playing off the vast appeal of the Lara Croft character, the ad begins
with unique role-reversal as a father drags his son out of bed and to
the local mall to purchase a PlayStation game console and a couple of
popular "Greatest Hits" game titles like Crash Bandicoot and Jet Moto.
As the ad unfolds the ironic twist regarding the father's true
motivation is revealed -- he wanted to get a glimpse of the girl of
his dreams, Tomb Raider's Lara Croft, at an exclusive autograph
signing. In the end, both the father and son leave the mall with what
they wanted, Lara Croft, some "Greatest Hits" game titles and a
PlayStation game console.  In September 1997, Sony Computer
Entertainment America signed an exclusive deal with Eidos Interactive
for the Tomb Raider franchise, featuring leading character Lara Croft,
to be exclusive to the PlayStation for game consoles. The first
product released under this agreement was Tomb Raider 2 in November
1997.
From:  Silicon Times Report / March 06, 1998 / No.1409
... Unfortunately, my thinking cap is a lampshade.
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