SEGA deploys super-widget to showcase first Sonic Role Play Game

Digital creative agency Collective today launches an innovative “game-training” widget for the upcoming SEGA title Sonic Chronicles: The Dark Brotherhood™.

The widget release, distributed by SEGA through a title-specific webpage, will prepare users for the global launch of the new game on Nintendo DS, which is scheduled to appear later in September. The widget incorporates a series of Flash games to help familiarise users with the environments, game play, characters and other elements of Sonic’s first ever Role Play Game (RPG).

SEGA will deploy its own seeding team to enhance the viral effect of the widget using the Clearspring Technologies’ distribution platform for the launch. In Europe, initially the UK, Germany and France are the primary market targets. Social networking sites such as Bebo, Piczo and the French-focussed Skyrock will be primary sites for the seeding campaign. The game widget will also be seeded through SEGA sites in the US and Australia.

Collective has designed the Sonic Chronicles: The Dark Brotherhood widget to build brand awareness and buzz around the game. The creative team spent more than two months developing the huge amount of content that is packaged with six Flash games that integrate the “share and collect” ethos of the Sonic Chronicles title.

Users can compare their own progress against others and effectively “level up” as they progress through the widget’s games. Collective has included download packs as an in-game reward that allows users to impress their friends by decorating their web pages. The creative team has also included a “dark widget” that can only be unlocked by avid fans.

Al Cox, Head of Strategy at Collective, says: “The Sonic Chronicles widget demonstrates our ability to deliver the SEGA brand experience pre-purchase in an environment that the user is comfortable with – their social space – and where they can share the experience with their friends.”

Mike Evans, European Online Marketing Manager for SEGA, comments: “The aim has been to create a digitally rich experience to capture the imagination of a savvy youth audience, educate them about Sonic’s first RPG and generate online buzz. Clearspring’s technology enables the game to be easily shared and leveraged across a suite of digital channels. I’m thoroughly pleased with the result.”

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Images available on request

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Tim Greenhalgh

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