Mekanism Launches Integrated Campaign for Sega - Offbeat Campaign Details Boys Obsession with Game
Mekanism today announced the launch of a quirky and unconventional new advertising campaign for SEGA® of America, Inc. Designed to promote the PlayStation®2 and Xbox® release of Super Monkey BallTM Deluxe, the integrated campaign offers a peak into the trials and tribulations of the life of a boy so obsessed with the game, hes decided to live in a large, inflatable ball.
San Francisco, CA (PRWEB) February 18, 2005 -- The SEGA campaign, which can be seen at www.mybigball.com, includes a Web site, a series of story driven Web shorts, and banner ads. We were looking for an innovative concept to help us launch a new game from a successful and offbeat franchise," said Scott A. Steinberg of SEGA® of America. The Mekanism campaign represents a winning strategy to reach our target market with humorous and viral content that humanizes our crazy characters."
We wanted to created an addictive mini TV series type campaign that would keep people coming back for more…kind of like the game itself," said Tommy Means, the spots director and Mekanism partner.
The campaign centers around an episodic series of short films entitled The True Adventures of Chad, the Boy Who Was So Into Super Monkey Ball Deluxe That He Decided To Live In A Ball." As the title implies, Chads obsession has led him to a life in a seven-foot rubber ball. An ordinary life on campus is transformed into an offbeat adventure and extraordinary love story.
The first episode follows Chad beginning his day and confronting the mundane challenges of personal hygiene. In the second episode, Chad struggles to find his place in academia. New episodes will debut every week leading up to the March 15, 2005 launch. The integrated campaign was conceived and produced by San Francisco based Mekanism, who specializes in creating integrated story-driven advertising.
About Super Monkey Ball Deluxe
Super Monkey Ball Deluxe is the latest title in SEGAs popular Monkey Ball series, which was originally introduced to players as an arcade game in 2001. Since then, the franchise accompanied the launch of the Nintendo GameCube and has spawned sequels appearing on cellular phones, the Game Boy® Advance, the Nokia N-Gage, the PlayStation®2 computer entertainment system and Xbox® video game system from Microsoft.
The new title will feature 300 stages (114 from Super Monkey Ball, 140 from Super Monkey Ball 2, and 46 Deluxe-exclusive boards), and will be available in March 15, 2005. In addition to 46 all-new stages, Super Monkey Ball Deluxe will offer a new Challenge mode, integrating varying skill settings (Beginner, Advanced, and Expert) into one fluid ramp up, rather than breaking them out as independent gameplay sections. There will also be additional stages in the story mode. All twelve of the party games from Super Monkey Ball 1 & 2 are also to be included.
About Mekanism
Mekanism (www.mekanism.com), based in San Francisco, is an award-winning production and design studio that develops story-driven campaigns bridging broadcast and digital media. Specializing in integrated ad campaigns for the youth market, Mekanism creates branded content distributed via broadcast, web & DVD. Mekanism works directly with clients and/or partners with agencies to concept and produce compelling film, animation, and interactive projects that inspire measurable brand-loyalty. Clients include Adidas, Sega, Napster, Yahoo!, Microsoft, Rock the Vote, and Pioneer.
# # #
Bookmark -
Del.icio.us |
Digg |
Furl It |
Spurl |
RawSugar |
Simpy |
Shadows |
Blink It |
My Web
|
