Sega of America, Redwood City, Calif., has opted not to launch a full-blown branding campaign for its Saturn platform and software for the fourth quarter. Instead, it will break a TV campaign next week on MTV supporting five Saturn titles. Each title will be linked by a new positioning line, "Sega hard stuff," developed by agency Foote, Cone & Belding, San Francisco. Print launched in October gaming magazines.
Copyright September 1997, Crain Communications Inc.