Sony unveils major shift in ad strategy

Sony Computer Entertainment Europe (SCEE) is undergoing a major shift in
advertising strategy and is seeking brand partnerships as it gears up
for the launch of its next-generation console PlayStation 3 (PS3).

SCE UK will launch an ad campaign e…

Sony Computer Entertainment Europe (SCEE) is undergoing a major shift in advertising strategy and is seeking brand partnerships as it gears up for the launch of its next-generation console PlayStation 3 (PS3).

SCE UK will launch an ad campaign early next year to support the PS3 launch with the strapline “This is Living”, which aims to demonstrate the PS3 as part of everyday living – not just for computer gaming.

As part of its strategy, SCEE will focus on experiential and community-based marketing with the launch of PS3 venues in cities across Europe, which will showcase the console in action and allow brands and consumers to engage with the product. The concept will be adapted to suit different markets.

In London, the PS3 venue is called Three Rooms and is located in London’s East End. SCEE is on the hunt for brands to partner the venue concept with a view to the idea being rolled out at festivals and bars across the UK.

Alan Duncan, SCE UK marketing director, says/ “We have had to change our strategy as we are targeting a broader market than our usual audience. This is a very different strategy and aims to engage all stakeholders – the local community, consumers and brands alike – encouraging them to reappraise the PS brand and products. We want them to experience the brand on a personal and emotional level.

Duncan adds that PS3 will roll out consumer-generated content, such as blogs, and encourage consumer appraisal of the product. It is looking to work with celebrities and brands to launch concepts and products.

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