Sony in Hit40 UK tie-up

Sony Computer Entertainment Europe (SCEE) is teaming up with Capital Radio-owned Hit40 UK as part of a campaign to promote the latest title in its SingStar series, SingStar PopHits.

As part of the radio marketing push, ads will be aired during the show, which airs across a number of commercial radio stations and listeners will be offered the chance to win prizes. It will be supported by a series of promotions and competitions as well as experiential events at its 3Rooms concept in East London. The competitions will run on radio and online, as part of a digital campaign that will feature on sites including AOL and NatMag’s Get Lippy.com site aimed at women.

The SingStar campaign aims to raise awareness of the PlayStation karaoke-style title and encourage a buzz around “social gaming” concepts. The activity for the new game kicks off next month and will continue throughout the year.

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