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By Angela Dawson
LOS ANGELES–Virgin Interactive has tapped WongDoody in Seattle for several projects, including an upcoming campaign for a hockey game title slated to launch this fall.
The shop’s newest assignment is to create a national print and TV campaign for NHL Powerplay ’98, a National Hockey League-licensed game designed for use on Sony PlayStations and CD-ROM systems. The ads will break in September at the start of the NHL season. Television ad spending alone is expected to exceed $1 million, sources said.
The campaign will try to set Powerplay apart from other products in the crowded sports game category and position it as the best choice for serious hockey fans, according to agency executives.
‘The challenge is for us to come up with creative (work) that grabs people by the eyeballs and demands their attention,’ said Tracy Wong, WongDoody chairman and creative director.
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