Sony Goes ATV Crazy
You're not going to be able to get away from Offroad Fury 2. No, really, we're not kidding. Details inside.
Published: November 12, 2002
The original ATV Offroad Fury was a rather surprising hit. Sure, it had all the right ingredients; an experienced developer (Rainbow Studios was well versed in massive, outdoor environments after working on the Motocross Madness games), spot-on physics, a bizarre yet utterly endearing soundtrack, and it was just plain fun. (It's also a Greatest Hits title, so if you haven't checked it out yet, you can for about $20.)
With the sequel, both Sony and Rainbow are promising to one-up everything about ATV's experience, starting with getting people's attention. Sony announced yesterday that a media blitz that encompassed just about everything you can imagine, from TV to magazines to music to freaking food, all will bear some kind of ATV advertisement. If you don't like ATV yet, you'll have no choice in about a month or so, it appears.
"ATV Offroad Fury 2, the sequel to one of the best selling games on PlayStation 2, delivers an intense offroad racing experience that is sure to reach a broad audience this holiday season." gushed Ami Blaire, SCEA's Director or Product Marketing. "Through our various marketing programs across broadcast and print, music festivals and retailers, we are dedicating our efforts in order to separate this title from its competitors and to generate awareness and increase excitement for the title nationwide."
While we're not especially fond of the cut and paste method of news reporting, there really is no better way to sum up exactly what Sony's planning to do than let them explain the whole shebang themselves. So behold:
National Broadcast/Cable Advertising Campaign
The national television campaign focuses on the relationship between the player and an actual ATV rider. Specifically, the spot opens on an intense ATV race that is suddenly interrupted by a man on his couch so immersed in playing the game and performing tricks that he actually appears in the race. The television campaign for ATV Offroad Fury 2 kicks off on November 12 and continues during primetime programming throughout the week. The spots will run in various time slots on network, cable and syndicated programming continuing through late January 2003. Executions will occur on ABC, CBS, FOX, NBC, UPN and WBN Networks, as well as targeted cable programming including ESPN, ESPN2, MTV, Speedvision, TBS and the USA Network. Airings will reach viewers of "Monday Night Football," "Saturday Night Live," "NASCAR on ESPN," "Third Watch," "Law and Order," NFL Football on CBS and FOX, "World Superbike Replay," and many more shows.
National Print Advertising Campaign
To support ATV Offroad Fury 2, the print advertising campaign centers on the realistic gameplay and will reach millions of readers nationwide through placements in a wide variety of national consumer, gaming, offroad and extreme sport publications. The print campaign will begin in November and continue through late March 2003. Print ads will run in publications such as Dirt Wheels Magazine, Electronic Gaming Monthly, Official PlayStation Magazine, Game Informer, ATV Sport Magazine, Playboy Magazine, Rolling Stone, Maxim, Transworld Motocross, Sporting News and many more.
PlayStation 2 and MTV present POP SUX! the KoRn Tour!
In support of KoRn's acclaimed UNTOUCHABLES album and their musical appearance in ATV Offroad Fury 2, PlayStation 2 and MTV present a seven-week, 35-city music tour featuring KoRn and invited special guests Disturbed and Trust Company. On-air promotions with radio stations in each host city will be conducted for listeners to win concert tickets, PlayStation 2 prize packs and an opportunity to meet-and-compete on ATV Offroad Fury 2 with a member of KoRn backstage.
Bagel Bites(R) Extreme Redeem(TM) Auction
PlayStation 2 and ATV Offroad Fury 2 will be featured on more than 30 million Bagel Bites package backs, online at www.bagelbites.com, in a print and TV ad campaign, in a FSI (free-standing insert with more than 32 million
circulation) and in POS nationwide. Packages will appear on retail shelves nationwide beginning in December through April.
ATV Offroad Fury 2 "Mud In Your Eye" Sweepstakes
Consumers can purchase a specially marked copy of ATV Offroad Fury 2 and have a chance to win a Kawasaki KFX700 ATV beginning in November through June. Specially marked copies will contain a "Mud In Your Eye" instant win game piece that drives consumers to the ATV Offroad Fury 2 website (website located on www.playstation.com) to decode their game piece and see if they are winners. Secondary prizes will include an official ATV Offroad Fury 2 strategy guide by Prima Games and ATV Offroad Fury 2 branded T-shirts. For official rules visit http://www.playstation.com.
See what we mean? Now ATV 2 is going to rock; we've played it and we can promise you that - especially the new online stuff, but it looks like Sony isn't going to rest until you've at least seen the game, and probably will make sure you've played it before the year is over. Expect a full review soon.