FOR IMMEDIATE RELEASE
989 SPORTS’ FORMULA ONE 2001™ FOR PLAYSTATION®2 ACCELERATES
ITS MARKETING PROGRAMS AROUND THE FORMULA ONE UNITED STATES GRAND PRIX
U.S. Grand Prix Kickstarts Promotional Activities with Benetton
Formula 1 Driver, Jenson Button and National Multi-Million Dollar Advertising
Campaign
FOSTER CITY, Calif., September 26, 2001 – Sony Computer
Entertainment America (SCEA) Inc. announced today its marketing programs for the
989 Sports’™ branded Formula One 2001™, exclusively for the PlayStation®2
computer entertainment system. During the week of September 24, in conjunction
with the Formula One United States Grand Prix in Indianapolis, SCEA will kick
off a variety of sport promotions with Benetton Formula 1 driver, Jenson Button
and a national multi-million dollar advertising campaign.
At the U.S. Grand Prix, SCEA will host the PlayStation Formula
One American Challenge Competition co-sponsored by Best Buy, as well as provide
consumer sampling opportunities of Formula One 2001 before its North
American release via the "PlayStation 2 Touring Attraction." The "PlayStation 2
Touring Attraction" – a 68-foot truck filled with PlayStation 2 kiosks
showcasing Formula One 2001 and other PlayStation 2 software titles, will
be stationed in the infield of the Indianapolis Motor Speedway throughout race
weekend. The winner of the PlayStation Formula One 2001 American
Challenge Competition on Formula One 2001 for the PlayStation 2 computer
entertainment system will race against Benetton Formula 1 driver, Jenson Button.
For the next few months, advertising efforts for Formula One
2001 will include a feature in the broad-based 989 Sports’ brand national TV
campaign running via network, cable and syndication
targeted at sports programming. In addition, there will be a dedicated national
print campaign targeted at gaming, consumer and automotive publications as well
as online banner advertising.
"As the American public awaits the second annual U.S. Grand
Prix, we want to extend that enthusiasm before and after the race with
Formula One 2001," said Ami Blaire, director, product marketing, Sony
Computer Entertainment America Inc. "For many Formula One fans who cannot attend
the race, Formula One 2001 is the next best thing to being there!"
"From our consumer challenge to sampling on the ‘PlayStation
2 Touring Attraction,’ the U.S. Grand Prix is the heart of American
Formula One enthusiasm," said Sharon Shapiro, director, promotions, Sony
Computer Entertainment America Inc. "Our efforts during race weekend will extend
that enthusiasm into the living room on PlayStation 2."
PlayStation Formula One 2001 American Challenge
Competition
Sony Computer Entertainment
America will hold the first annual Formula One American Challenge Competition
during the U.S. Grand Prix in Indianapolis. The challenge will include consumers
racing for a top lap time on the Indianapolis Motor Speedway in Formula One
2001 for a chance to race against Benetton Formula 1 driver, Jenson Button.
Four finalists will be determined at two locations. The first location will be
at the Castleton Best Buy store in Indianapolis, Indiana (5820 East 82nd
Street). The trial at Best Buy will be conducted on Wednesday, September 26,
2001 from 5:00 p.m. – 7:30 p.m and two finalists will be selected. The second
location will be at the "PlayStation 2 Touring Attraction" in the infield of the
Indianapolis Motor Speedway. The trial will be conducted on Friday, September 28
from 8:00 a.m. – 4:15 p.m. (one winner determined at 4:30 p.m.) and Saturday,
September 29 from 7:00 a.m. – 12:45 p.m. (one winner determined at 1:00 p.m.).
The four finalists will race against each other on the Indianapolis Motor
Speedway in Formula One 2001 for PlayStation 2 on Saturday evening at a
private location to race against Button in the final competition.
"PlayStation 2 Touring Attraction"
In addition to hosting the Formula One 2001 American
Challenge Competition, the 68-foot "PlayStation 2 Touring Attraction" will be
stationed in the infield of the Indianapolis Motor Speedway on: Friday,
September 28 (7:00 a.m. – 7:00 p.m.), Saturday, September 29 (7:00 a.m. – 6:00
p.m.) and Sunday, September 30 (6:00 a.m. – 6:00 p.m.).
About Formula One 2001
Formula One 2001 is a racing simulation game
based on true Formula One racing – the most popular racing series worldwide.
Players can select from 11 different F1 teams, including Ferrari, McLaren
(Mercedes), Williams (BMW) and Benetton (Renault). Formula One 2001
further delivers the authentic F1 experience by allowing gamers to choose their
favorite team driver. Each driver has their own unique attributes that simulate
their real-life skills, whether it’s their aggressive nature on the track,
their tendency to drive fast in the rain or their ability to efficiently
manage their tire wear and car preservation. Formula One 2001 also
features all 17 authentic Grand Prix tracks, complete with every detail from
Monaco to our very own – Indianapolis.
The independent Entertainment Software Rating Board (ESRB) has
rated Formula One 2001 "E" for Everyone. For more information about the
ESRB visit www.esrb.org.
Sony Computer Entertainment America Inc. continues to redefine
the entertainment lifestyle with its PlayStation
and PS one™ game console and the PlayStation
2 computer entertainment system. The PlayStation 2 computer entertainment system
is set to revolutionize the home entertainment market, offering the most
compelling interactive content and the capability to be used as a network
terminal in the coming broadband era.
Recognized as the undisputed industry leader, Sony Computer
Entertainment America Inc. markets the PS one console and PlayStation 2 computer
entertainment system and develops, publishes, markets and distributes software
for the PS one console and the PlayStation 2 computer entertainment system for
the North American market. Based in Foster City, Calif., Sony Computer
Entertainment America Inc. serves as headquarters for all North American
operations and is a wholly-owned subsidiary of Sony Computer Entertainment Inc.
Visit us on the Web at
www.scea.com
