Monday, May 17, 2004

Tough sells: The Seattle Times reports that Generation Y -- a term that covers ages 13 to about 25 -- is a little more savvy about advertising than previous generations, forcing marketers to take more creative approaches:

"'They're faster, they're doing more, they're aware of more, and that's the big difference in terms of marketing,' said Sean Denny, senior manager of strategic marketing for LucasArts Entertainment, which develops video games set in the Star Wars story line."

The article cites Ubisoft's use of a 16-page comic at Penny Arcade to promote its Splinter Cell: Pandora Tomorrow video game. According to Ubisoft's vice president of marketing, the comic made the game's main character look like an idiot, but it helped to build the game's brand.