Sony backs The Getaway game sequel with internet promotion

Sony is backing its biggest release this year for the PlayStation 2 games console with a comprehensive online campaign. The Getaway: Black Monday is a sequel to PS2 hit The Getaway and, although set for release in November, online promotion activity for the new game starts this month (July). A web site at www.blackmonday.co.uk will go live in the first phase of the campaign, with further activity to follow in October, according to Victor Benady, CEO of Randommedia, which has been appointed by Sony Computer Entertainment Europe to market the game digitally.

"Initially, we think there is enough buzz and anticipation for the game to promote the site by word-of-mouth," Benady explained. "It will be promoted to gaming sites and on the PS2 site, but the online marketing campaign will follow later."

The site will capitalise on the hype around the game, which is set in London with an 'authentic crime theme', and will feature exclusive content updated each week. The second phase of the online campaign will see a mini-game and video content added to the site.

"We've had to focus on the brand development of the title," Benady added. "The site comes live three months before the game's release and should be able to support its mid-price Platinum brand release in two years or so."

Earlier this year, Randommedia worked on the online launch of the game Forbidden Siren for the PlayStation 2 (www.forbidden-siren.co.uk).

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