×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

MICROSOFT BEGINS RELAUNCH OF GAME SITE THEZONE.COM

Published on .

(May 21, 2001) -- Microsoft Corp.'s online game site, TheZone.com, has begun a relaunch designed to lure more casual gamers.

A campaign supporting the relaunch broke May 17 on entertainment and science fiction-oriented sites such as E! and RollingStone.com and will broaden in mid-June. The effort, pegged at less than $1 million, was created by Freestyle Interactive, San Francisco, with Avenue A, Seattle, handling media buying.

The Zone's relaunch also coincides with a new online celebrity-based game show called "Outsmart." The first two-week installment of the episodic program features Jessica Alba, star of Fox Network's show Dark Angel. Players are treated to a prerecorded interview with Ms. Alba and then must answer questions about the show. Two additional stars, from music and movies, will also be featured on "Outsmart," though Zone executives declined to name them.

AT&T Wireless is sponsoring the debut of "Outsmart," and Microsoft is close to signing additional advertisers for future episodes. -- Tobi Elkin

Copyright May 2001, Crain Communications Inc.

In this article:
Most Popular