Sony kicks off marketing bid

Sony has started a u900,000 marketing campaign, which includes TV advertising for Ridge Racer Revolution, Mickey's Wild Adventure and Adidas Power Soccer.

Sony is also cutting the cheese with Domino's Pizzas, pushing four million menus through UK letter boxes. The menus include a chance to win an all-expenses paid trip to the US. Two games, NHL Face Off and NFL Game Day, feature on-pack stickers offering special deals on Domino's pizzas. A joint promotion with Ross Foods is also set to break.

Sega Sega is rolling out new POS to support its own u199 price tag, including shelf trips, tent cards and posters. The company is also sponsoring a team at the Isle of Man TT race and has booked track side sideage. Sega has also advertised the new price point on national radio this weekend (25-26 May), as well as the tabloid press.