COCA-COLA COAA/WeRCIAL
FEATURES GAAAE ROOAA
The theme in one of The Coca-Cola
Company’s new television advertisements
young people in a game room setting
with two players competing to determine
who is the PONG"^^ video game
will be seen on
national T.V. starting in April, marks
is
The set design was created by Mike
Hartog of Wliole Hog, a creative services
company. Games were arranged through
Atari,
Inc. and
C.A. Robinson, Los
Angeles.
“champ”. This ad, which
another positive public relations re-
inforcement for the coin-operated game
Coca-Cola
The
“Coke Adds
Company,
industry.
their
Life
To
.
.
”
in
theme,
portrays-the image of people having fun
its product.
and enjoying
The
Coca-Cola
Company,
whose
products are identified with “All Ameri-
LOCATION PROFILE:
AN ISLAND ARCADE
Games included
in the
game room
are
BREAKOUT™, SPRINT 2™,
MANS™, and the new pinball, THE
Atari’s
LE
ATARIANS™,
Bally’s
OLD
CHI-
CAGO™, CAPTAIN FANTASTICTW,
and RO GO™, and a Tournament
Soccer Foosball table.
McCann Erickson, Inc., the advertising
is responsible for
the
creation
of this ad under the
supervision of Larry Glues, Account
Executive,
Peter
Hamilton,
Account
agency for Coca-Cola,
Supervisor, and Paul Frahm, Art Director.
The agency researched the coin-operated
game industry
prior to developing the ad.
“Several of their representatives con-
tacted me to obtain information on our
industry to assure that the game room
concept would fit into their ‘Coke Adds
Life To
campaign theme,” said Carol
Kantor, Manager of Marketing Services,
.
.
'
Atari, Inc.
If you were to go to United Skates of
America in Wayne, New Jersey, you
would certainly see one of the more
unique game location ideas. In the center
of this roller skating rink is an island
area with approximately 20 of the
and pinball games.
Ira Baer of H.E. Amusements, who
game
latest video
operates the location said, “When the
skating rink managers suggested the game
island concept, I thought it wouldn’t
work. However, the collections showed a
increase in income which
proved it to be an excellent concept.” He
noted that the skating rink employees
encourage skaters to “visit the island”
during breaks. This skating rink is
adjacent to a large shopping mall and
there are two other game rooms in the
general area. Nevertheless, the operator
reports that the collections from the
game island are above the average for
significant
HOW
SELL
DID THEH
SO MANH
SflSAII%©UT™GA/VlES
IN
GEIZAAANS
can fun,” selecting a game room setting
for one of their ads is a good indication
the efforts to give our industry a
image are working.
for Coca-Cola you see a
group of young men in a cafe location
laughing together. Then another group of
young people come in led by a cute girl
who’s wearing a “champ” T-shirt. It
happens that one of the men also has a
that
similar type locations
ail
similar
In
Ira
the ad
The
directly influence collections in this type
location. The island of games in the
center of the skating rink does provide
maximum
ad was especially
commercial. The game room
was authentic with four pinball games,
five video games, and a foosball table.
visibility.
After speaking to Ira about the skating
game island, it was evident that he
kiss.
rink
setting for the
built for the
his route.
noted that after trying game placement
both ways, the locations with a central
game area showed considerably higher
collection rates. The visibility of the
games is an important factor found to
“champ” T-shirt on. The challenge is
made and everyone goes back to the game
room for a match. It is a take-off on the
Bobby Riggs vs. Billie Jean King tennis
competition, however the game in the ad
is Atari’s PONG’^'^ game. The girl wins
the game 15 to 8. She and her friends are
all excited. She feels a touch of sympathy
for her opponent’s loss and gives him a
coke and a
on
Baer has been operating games for
12 years and has several skating rink
locations on his route. He recommends
that games in a skating rink or other
similar type locations be grouped in a
central area rather than spread out. He
many other creative ideas about
locations and operating games. Possibly
some of his other locations will be
has
Hans Rosenzweig
tells
instrument.
My
sales
convince
you tool!"
us “What counts is the
sales instrument
will
featured in the future.