Nov 03 2007
Sony’s New Advertising Campains for PlayStation Portable and PlayStation3
Sony Computer Entertainment America (SCEA) today announced details of the new PSP® (PlayStation®Portable) television advertising campaign. The campaign, which is an extension of the wildly popular “Dude, get your own” television and online campaign, will feature New York Giants All-Pro Michael Strahan in the title spot that will focus on the new lighter, slimmer and more portable PSP hardware.
The new PSP campaign will also continue to feature PSP’s ‘Annoying Guy’ who has made his presence felt in previous advertisements.“Using Michael Strahan in the title spot helps us convey the message that PSP is one of the most aspirational entertainment devices out there,” said Peter Dille, Senior Vice President, Marketing and PLAYSTATION®Network, SCEA. “We know that celebrities and athletes are on the road a lot and travel with their PSPs. Michael and a number of his teammates are big fans of PSP so it was a natural tie-in to include him in the campaign.”
“I love playing my PSP and getting to work with these guys for the advertising campaign has been a lot of fun,” said Strahan. “With my busy travel schedule during the season, the new PSP is a perfect companion for long road trips and allows me to play against my teammates in online matches when we are together or even across the country.”
The Michael Strahan title spot will air through the end of December and into January. Consumers will see the spot on a wide range of network, cable and syndicated television outlets such as the NFL on FOX and CBS, Conan O’Brien (NBC), Saturday Night Live (NBC), Family Guy (FOX), South Park (Comedy Central), SportsCenter (ESPN), NCAA Basketball (ESPN), NBA (ESPN), College Football (ESPN2), TRL (MTV), WWE (USA), Adult Swim (Spike TV) and UFC Unleashed (Spike TV).
Currently available are three different offerings for PSP. The limited-release Star Wars Battlefront® PSP Entertainment Pack, includes a special “Ceramic White” PSP featuring a silk-screened image of Darth Vader on the back of the unit along with the PSP exclusive title, Star Wars Battlefront® Renegade Squadron. Also available is the limited edition Daxter PSP Entertainment Pack, which features PSP in “Ice Silver” along with the award winning action-packed game, Daxter; the hit TV comedy from 20th Century Fox, “Family Guy – The Freakin’ Sweet Collection” on UMD™ (Universal Media Disc); and a 1 GB Memory Stick PRO Duo™. Both limited edition PSP Entertainment Packs are priced at $199.99 (SRP). Finally, the PSP Core Pack continues to be available at $169.99 (SRP), with an enhanced-design PSP in “Piano Black”, an AC adaptor, and battery pack.
Sony Computer Entertainment America (SCEA) also announced a brand new advertising campaign for PLAYSTATION®3 (PS3™) that will include both television and online elements. The new campaign, delivers a high-energy message with a focus on the exciting entertainment value of PS3 and exclusive content found only on PS3. The lineup of advertisements will feature some of SCEA’s most highly anticipated first party titles such as Heavenly Sword™, Ratchet & Clank® Future: Tools of Destruction™, Warhawk™, Uncharted: Drake’s Fortune™ and Gran Turismo™ 5 Prologue, along with upcoming third-party exclusives like Haze from Ubisoft and Metal Gear Solid 4: Guns of the Patriots from Konami.
In addition to the pure game play, the campaign, developed in conjunction with TBWA\Chiat\Day, will convey to consumers the benefits of Blu-ray Disc™ (BD) movie capability of PS3. Also for the first time, sharp focus will be paid to PLAYSTATION® Network along with breakthrough services such as PLAYSTATION®Home.
“We are confident that this new and exciting advertising campaign and our new $399 price point will go a long way in helping to further spark PS3 sales as we head into the ever important holiday buying season,” said Peter Dille, senior vice president, marketing and PLAYSTATION Network, SCEA. “With a focus on the great library of software titles coming to PS3, this advertising campaign is a perfect vehicle to get that message across and show the breadth of content that you can only find on PS3.”
While the online component of the advertising campaign launched on October 4, one of the many high-profile places the television component will air is during the New England Patriots vs. Indianapolis Colts game at 4:15 pm EST. November 4, 2007. This is also the date that the new 40GB PS3 will make its official debut in retail outlets across the country at a price point of $399. Consumers will see the campaign, made up of both :60 and :30 second spots, on a wide range of network, cable and syndicated television outlets such as the NFL on FOX and CBS, Prison Break (FOX), Conan O’Brien (NBC), Saturday Night Live (NBC), Family Guy (FOX), South Park (Comedy Central), The Daily Show (Comedy Central), SportsCenter (ESPN), NBA and NCAA Basketball (ESPN2), NBA (ESPN), College Football (ESPN2), TRL and The Real World (MTV), WWE (USA), Adult Swim (Spike TV) and UFC Unleashed and Game Head (Spike TV).
The new advertising campaign, which represents the largest campaign to date for PS3, will also feature clips from several other third-party software titles such as Burnout Paradise, WWE SmackDown!, Assassin’s Creed, Madden NFL 08 and Time Crisis 4.