"ORANGE HITS HOME WITH XBOX EMAIL"
December 12, 2001
OrangeMarketing today announced the launch of their latest email commercial campaign; TV-style emails promoting the highly anticipated “Dead Or Alive 3” title for the newly released Xbox™ video game system from Microsoft.
The online agency of record for Xbox licensee Tecmo, Inc., OrangeMarketing, using its OrangeMail™ technology, produced the latest in the series of rich media email commercials that the forward-thinking game publisher has utilized to attract the attention of its tech-savvy audience; starting with the previous title DOA2: Hardcore for the PlayStation 2 computer entertainment system. The commercials will be delivered to Tecmo’s own in-house email list, as well as targeted video gamer lists supplied by OrangeMarketing’s list partners.
The complete campaign was designed to peak consumer interest for the game, released as part of Microsoft’s major Xbox video game console launch, in time for the lucrative holiday shopping period.
“We want every consumer point of contact with all marketing materials to result in the same message – that this is a cutting-edge videogame that offers breathtaking visuals and dynamic gameplay” said Anthony Tarpey, President of OrangeMarketing. “The customer who receives our rich-media email should be exposed to the same overall creative strategy if he visits the game website or views the product on the shelf in the store. All of our OrangeMail campaigns take into account existing creative approaches, to ensure clients’ objectives are met.”
Results from its previous OrangeMail campaigns have been so impressive that Tecmo have signed on with OrangeMarketing to create rich media email campaigns for all of the company’s major titles through 2002.
“The first campaign OrangeMarketing launched for us was a multimedia marketing masterpiece – results were incredible, so we have utilized OrangeMarketing for our major releases ever since," said John Inada, Marketing Director at Tecmo, Inc. "They seem to know how to hit just the right chord with our audience.”
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