Sony launches £82m push for PS3

Sony Computer Entertainment Europe is this week launching a £82m marketing campaign to push Playstation 3 as an entertainment hub.

Sony

The new campaign will focus on the interactive entertainment the PS3 offers, highlighting its breadth of content, and social and hardcore gaming.

Sony Computer Entertainment UK marketing director Alan Duncan says the console is moving beyond gaming, “and gaming is moving beyond discs”.

The ads, created by TBWA, aims to showcase the new experiences available to consumers on PS3, such as catching up with the latest TV shows on the BBC iPlayer, or playing football tournaments with people from around the world via the PlayStation Network.

The campaign will include TV, print and outdoor. Digital activity, created by Agency Republic, will also follow.

It will feature the tagline “The game is just the start”.

It is the first big marketing push behind PS3 since it first launched two years ago.

Meanwhile, Sony made a number of new announcements this month, including the 1 September launch of a slimmer version of the console and its move to slash the current price to £224.99.

It is also launching a video-on-demand service, called the PlayStation Network Video Store, on the PS3 and PlayStation Portable. It will allow users in the UK, France, Germany and Spain to buy or rent movies such as Brüno, Star Trek and The Dark Knight from November.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here