Sega Runs Tennis Ads To Push New Game

Sega is running an outdoor poster campaign featuring tennis stars Roger Federer
and Maria Sharapova to promote its new Virtua Tennis 3 game for the soon-to-be
launched Sony PlayStation 3 console.

The campaign consists of a 20-second virtual tennis mixed-doubles rally on
digital escalator screens at Tottenham Court Road, Charing Cross, Paddington and
Euston Tube stations.

Sharapova and Roddick feature on the up escalator panels, playing against
Amelie Mauresmo and Roger Federer on the down escalator panels opposite.

In between the tennis rally, alternating screens play sequences from in-game
footage, with all the screens synchronising at the end to show a 3D pack shot.

The Tube activity has been designed by content specialist Grand Visual with
media buying from CBS Outdoor.

The campaign runs from 26th March for two weeks, coinciding with the release
of the game on 23rd March, and supports a nationwide outdoor and TV campaign
planned by Target Media and booked through Posterscope.

It coincides with the launch of the Sony PlayStation3 in the UK on Friday.