EMAP2 has signed a deal with Sony Computer Entertainment to host its experiential marketing initiative 3Rooms. It aims to raise awareness of the PlayStation 3’s functions and drive sales.
The consumer experience campaign will include EMAP-owned men’s magazine FHM, film title Empire and the radio station Kiss. 3Rooms will launch in mid-December at a location that has yet to be revealed.
The EMAP brands will host sessions at the event to showcase the functions of the PlayStation 3. Kiss will highlight the console’s capabilities as a music player and storage device, FHM will host a debate about the power of the technology and Empire will demonstrate the console’s Blu-Ray functionality.
It will be supported by a cross-platform promotion, including the magazines, and a two-week promotion on the Kiss breakfast show, which will offer listeners the chance to win tickets. There will also be an online push featuring advertorials on each of the brands’ websites. It launches later this week.
3Rooms was launched last year as part of a major shift in strategy for Sony Computer Entertainment Europe and was located on Brick Lane in London’s East End (MW December 7, 2006).