×

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.

SegaSoft online games tap into cultlike mind-set

Published on .

SegaSoft, looking to break into the lucrative online gaming market, is relying on an unusual and potentially controversial marketing strategy centered on a fictional cult. To market the HEAT.NET network, which targets 18-to-34-year-old males, agency Ground Zero, Santa Monica, Calif., is creating the fictional CyberDiversion movement, a "cause" whose purpose is to divert onto cyberspace what it describes as a primal human urge to kill.

For more on this story, see the full article in INTERACTIVE.

Copyright April 1997, Crain Communications Inc.

In this article:
Most Popular