For the fall launch of Ms. Pac Man Maze Madness, N

For the fall launch of Ms. Pac Man Maze Madness, Namco Hometek's 3D update of the classic video game, Mike Fischer faced an unusual challenge. Normally, the director of marketing for the San Jose, Calif.-based company aims ads at kids to introduce products. But Ms. Pac Man, with feminist roots and a 19-year history, needed a different strategy. To reach the "nostalgia market" that grew up with the game, Fischer hired PR firm Manning Selvage & Lee to spread the word that Ms. Pac was back. Together, they decided to turn the female icon into a spokeswoman for a breast cancer awareness organization. No advertising, just PR. Here's how the star was reborn.January: MS&L identifies and agrees to partner with the National Alliance of Breast Cancer Organizations (Nabco).March/April: MS&L works with designer Kathy Yoshihara to develop Ms. Pac Man's pink ribbon logo. April: MS&L creates viral e-mail teaser to introduce the game and invites reporters to visit Namco's booth at electronic and games trade show E3 in Los Angeles. Pitches men's magazines on the "retro-'80s story" and women's magazines on the breast cancer partnership.May: At the E3 trade show, Ms. Pac is pictured with videogame icon Laura Croft and Coolio.June: Creates inside cover of Maze Madness game promoting Nabco partnership. Takes the magazine press tour, making stops at Redbook, Seventeen, Child, Harper's; Cosmogirl!, Teen People, Men's Journal and Penthouse.June-Sept: Links between Namco and Nabco Web sites are created, including e-postcard with Pac Man logo.August/Sept.: Reaches out to weekly magazines and newspapers on return of Ms. Pac and the partnership.August: Tapes in-flight video for Continental Airlines; segment runs on flights throughout October. Organizes game giveaway with KROQ in Los Angeles.Sept 21: Ms. Pac Man Maze Madness launches.October: Feeds video about partnership to news organizations; picked up 20 times by local network affiliates. New York broadcast media trip begins: Ms. Pac Man interviewed by local affiliate, appears on TV show Fox and Friends; approaches Hillary Clinton at campaign event. Ms. Pac appears on Today Show. For one guerrilla stunt, Ms. Pac commandeers a prime space in the crowd at MTV's Total Request Live. As cameras roll, Ms. Pac holds up a sign that reads "Ms. Pac Man Loves Carson."Fischer acknowledges there's a fine line when using a cause to promote a product. "Some people say, of course, Ms. Pac Man is a survivor and overcomes obstacles [so the partnership] is great. Others say what does a video game have to do with breast cancer awareness?" Thus far, the effort is on target: print mentions, broadcast appearances and lucky guerrilla moments. But the jury is still out on whether the campaign will succeed. "From my point of view, we created an impact. But ask me on Dec. 26."

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For the fall launch of Ms. Pac Man Maze Madness, N

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