'Trick-and-Treat:' Sony Computer Entertainment America Inc. and Hershey Foods Corporation Partner for Halloween Promotion

Sony Computer Entertainment America Inc. - 07/17/2000

Sony Computer Entertainment America Inc. announced today a promotion with Hershey Foods Corporation to bring exciting offers to consumers this coming Halloween with the $1,000,000 PlayStation® Videogame Giveaway.

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"Last year, our cross-promotion with Hershey was a huge success and we are pleased to continue the relationship this year," said Sharon Shapiro, director, promotions, Sony Computer Entertainment America Inc. "Partnering with the leader in chocolates for this Halloween promotion allows us to highlight our library of PlayStation® and PlayStation®2 products for the entire family to enjoy."

Sony Computer Entertainment America Inc. and Hershey Foods will help add to the excitement of this year's Halloween festivities by reaching out to consumers with an exciting videogame giveaway. The campaign will include more than 40 million snack-size bags of Hershey's candies including Reese's peanut butter cups, Hershey's milk chocolate bars, Kit Kat wafer bars, Milk Duds chocolate caramels and Whoppers malted milk balls, and will offer consumers a chance to win one of 25,000 videogames valued at over $1,000,000. As part of the giveaway consumers will also find PlayStation or PlayStation 2 videogame strategy tips in each specially marked Hershey's snack size bags. This promotional campaign will be backed by a national FSI (freestanding insert) to be placed in newspapers on Sunday, October 7, 2001(reaching an estimated audience of more than 54 million people) and will be accompanied by discount coupons for Hershey's products.

More than 35,000 targeted retailers throughout the United States, including grocery, drug, club and other retail stores, will receive over 50,000 point-of-sale pieces, including header cards and tear pads detailing the Halloween-themed promotion. Each point-of-sale piece will highlight the latest PlayStation and PlayStation 2 titles including recently released hits such as Gran Turismo 3™ A-spec and Cool Boarders™ 2001 from Sony Computer Entertainment America Inc., SPIDER-MAN 2™ from Activision, Digimon World 2™ from Bandai and Casper Spirit Dimensions™ from TDK.

"Hershey is excited to partner with Sony Computer Entertainment to provide consumers with a variety of Halloween treats and entertainment offers in snack-size packaging," said Steve Roberts, seasonal marketing manager, Hershey Foods Corporation. "Both Sony Computer Entertainment America and Hershey are dedicated to providing the highest quality products for consumers of all ages."

For more information on this joint promotion visit the Hershey Foods and Sony Computer Entertainment America Inc. websites at http://www.trickortreats.com/ and http://www.scea.com/.

About Sony Computer Entertainment Inc.

Sony Computer Entertainment America Inc. continues to redefine the entertainment lifestyle with its PlayStation® and PS one™ game console and the PlayStation®2 computer entertainment system. The PlayStation 2 computer entertainment system is set to revolutionize the home entertainment market, offering the most compelling interactive content and the capability to be used as a network terminal in the coming broadband era.

Recognized as the undisputed industry leader, Sony Computer Entertainment America Inc. markets the PS one game console and PlayStation 2 computer entertainment system and develops, publishes, markets and distributes software for the PS one game console and the PlayStation 2 computer entertainment system for the North American market. Based in Foster City, Calif. Sony Computer Entertainment America Inc. serves as headquarters for all North American operations and is a wholly owned subsidiary of Sony Computer Entertainment Inc.

About Hershey Foods

Hershey Foods Corporation is the leading North American manufacturer of quality chocolate and non-chocolate confectionery and chocolate-related grocery products and has a variety of international operations. For more information, visit http://www.hersheys.com/.

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SOURCE: Sony Computer Entertainment America Inc.

Contact: Darren Horwitz of Sony Computer Entertainment America Inc., +1-650-655-5324, or darren_horwitz@playstation.sony.com; or Judy Hogarth, jhogarth@hersheys.com, or Sue Karli, skarli@hersheys.com, both of Hershey Foods Corporation, +1-717-534-7631

Web site: http://www.playstation.com/

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