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When Sega released its new multi-player web game, Phantasy Star

Online, it wanted a strong interactive ad campaign aimed at generating

awareness and registrations for the product.

Freestyle Interactive surveyed the cluttered landscape of gaming sites

and developed a strategy for high-profile, high-impact units to be

placed within leading internet gaming sites such as GameZone, IGN,

Gamers.com, GameSpot and GameSpy.

GameZone, one of the top PC and console gaming sites on the internet,

was able to incorporate all aspects of the Phantasy Star Online campaign

into their web site particularly well.

In addition to targeting creative units to their Dreamcast and Role

Playing Game sections, GameZone integrated the Phantasy Star Online game

title onto the top of their home page under the heading 'What's Hot.'

Premium placement and editorial integration caused this section to have

the highest click-through rates of any site on Sega's buy.

In addition, GameZone worked with Sega to add a Phantasy Star Online

contest to their Contest Exit page in an effort to reach users who had

already exhibited an interest in online promotions.

By placing these contest messages in front of users who had shown a

propensity to enter such online promotions, GameZone was able to achieve

the highest contest conversion rate of any web site on the media

buy.

Client: Sega

Creative, media planning and buying: Freestyle Interactive

- Know of a smart piece of media buying? Contact John Gaffney at

212-471-8709.