Sony seeks digital roster to back PS3

Sony Computer Entertainment (SCE) UK is talking to digital agencies to help support the marketing around the launch of its next-generation console, PlayStation 3.

It is talking to agencies about developing a variety of online concepts for the launch and for on-going support to give more depth to campaigns. There will be a particular emphasis on social networking and consumer-generated content.

The move is part of the “This is Living” advertising strategy that will support the launch of the PS3 early next year. SCE UK marketing director Alan Duncan says: “We don’t just want to jump onto the social networking bandwagon. Instead, we want to encourage genuine citizen journalism and social networking around and via the PS3 console.”

There are thousands of blogs about PlayStation products and SCE aims to encourage interaction with the bloggers as well as with a wider audience. Duncan adds that PS3’s internet capability means networking and online concepts will be core to the console’s consumer offering.

He also confirms that Sony is in talks with various broadcasters and TV and film companies to provide content via the internet for the PS3.

The PS3 has suffered a series of setbacks, most notably a late launch. Originally scheduled for late this year, the launch has had to be put back until next spring.

PlayStation works with the network Zulu, which includes direct shop Claydon Heeley, Agency Republic, mobile specialist Ipsh and promotions agency Alcone.