Pitting frat brother against frat brother, Sony Computer Entertainment America is conducting a PlayStation2 tournament targeting the 18-24 male demographic.
“Eighteen-to-24 year olds are shying away from traditional mediums and Sony knew that it would be difficult to reach that demographic traditionally” said Matt Britton, executive VP-sales and marketing for youth marketing agency Mr. Youth. “This tournament is about giving students a great time by getting them involved in hands-on competition.”
The tournament, PlayStation2 Rival Zone, features the PlayStation2’s game NCAA Final Four 2004. The gaming starts this month with a two-week intra-fraternity challenge at universities such as Michigan State and Syracuse. The winner in each fraternity then goes on to the Sweet 16 to compete against other participants using a network adapter that allows players to compete from separate locations. Winners eventually move on to the Final Four to play against other campus finalists.
The two finalists win an all-expense trip to a yet-to-be announced spring break destination where they will compete in the championship round on Mar. 20.
NY-based Mr. Youth handles.
