War Games

Electronic Arts and communications giant AT&T are beginning a four month tour of military bases and airshows this week.

Called 1-800-CALL-ATT Presents: Jane's Combat Simulations Air Combat Tour, the roadshow will allow consumers to play Advanced Tactical Fighters Cold in a converted trailer with four simulated cockpits. Also, a tent will feature the 1-800-CALL-ATT Extreme Off-Road Giveaway promotion, where people can win a Trek 820 Off-Road series bike every hour of every day by using the collect calling service.

The show is an attempt to market EA games to military personnel, an audience that is rarely targeted but represents US$16 billion (in the military resale market) in worldwide sales each year. It includes mostly males between the ages of 18-35, a category that is also a prime target for advertisers.

The show begins Thursday, July 3, at Ft. Meade in Laurel, MD and ends November 2 at an airshow at NAS Cecil Field in Jacksonville, FL. The tour includes stops in Virginia, South Carolina, North Carolina, Georgia, Alabama, Oklahoma, Texas, Arizona, California, Kansas, Kentucky, and Louisiana.