NEWS - Tuesday, November 29, 2005

Perfect Dark Goes Wireless

As consumers snapped up the first copies of "Perfect Dark Zero", the much-anticipated sequel to the mega-hit video game "Perfect Dark" which hit store shelves last week, they were greeted with an in-box promotion from Samsung Telecommunications America and Microsoft that will turn their mobile phones into extensions of the game, and potentially outfit them with a brand new Xbox 360 game console. Promotional inserts in PDZ boxes alert gamers that with select Samsung mobile phones, they can access exclusive PDZ content, including a 45-second Perfect Dark Zero soundtrack ringtone, Joanna Dark voice tones and wallpaper images of Joanna Dark for mobile screensavers. Avid gamers who want to get their hands on a new Xbox 360 console can visit to enter a sweepstakes to win one of 250 brand new Xbox 360 consoles or one of 500 PDZ games Samsung will give away. "Gamers and gadget-lovers are among the leaders of the growing throng of consumers who recognize their ability to put technology to work for them to create their own brand of entertainment," said Peter Skarzynski, senior vice president, Samsung. "We’re pleased to be able to work with a gaming leader like Microsoft to develop this promotion around the launch of such a highly-anticipated video game, bringing relevant mobile content to users who crave a constant connection to their favorite game." "Microsoft is excited about collaborating with Samsung Mobile on promotions surrounding the launch of Perfect Dark Zero," said Bill Nielsen, Director, Xbox U.S. Subsidiary. "We’re giving gaming fans an opportunity to get their hands on a stellar combination of the hottest new game, the hottest new gaming console and the hottest mobile phones on the market." To supplement the retail advertising support for the promotion, Samsung developed in-store materials, advertising and a promotional Web site to encourage consumers to download mobile content and enter the Xbox 360 console and PDZ game sweepstakes. Samsung also extends its connection to the PDZ empire through product placement within the video game and its corresponding Web site. A Samsung-branded mobile phone is integrated into the game’s storyline, with Joanna Dark using a data-centric PDA-like phone to communicate and share information. In addition to its collaborations with Samsung in the mobile phone category, Microsoft also works with Samsung Electronics as the exclusive HDTV worldwide marketing partner for the next-generation Xbox? high-definition gaming platform. The next-generation Xbox/Samsung HDTV combination is designed to deliver the most advanced and realistic high-definition experience to gamers worldwide. Source: Press Release


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