Sony PSP rolls out social campaign to target youngsters

Sony Computer Entertainment Europe (SCEE) is to encourage 8-15-year-olds to build an online community as part of a major strategic shift to widen the target market of its PSP console.

The gaming giant is taking on the dominant Nintendo DS device — which has sold more than 100m units worldwide compared to the PSP’s 50m — by broadening its marketing activity and working with sites for younger children for the first time.

SCEE has created a community-focused campaign site, called, which encourages children and families to upload images representing their interests to a 3D gallery, which can then be shared with other visitors.

The site will also host a summer competition with the grand prize of a family holiday abroad, as well as push the PSP’s new range of colours which launch later in the year.

Claire Backhouse, UK product manager for the PSP, said the campaign is the next step in its Your Whole World In Your Hands brand message, which launched last year (nma 13 November 2008).

“PSP is going for a younger market, which isn’t something we’ve really done before,” she said. “Our heartland is 16-24-year-old men and always will be — they won’t be neglected in the slightest. But the summer’s game releases, such as Harry Potter and Petz, as well as the launch of the new colours, are certainly appealing to an 8-15-year-old audience.

“The hook of the campaign will be to encourage kids to come to the site, build their own world and create a community,” she added.

SCEE is also looking at marketing opportunities on children-focused websites such as Jetix and Disney, said Backhouse.

“We’re also looking at hosting the competition on those sites,” she added. “There’ll be a huge amount of noise about the PSP.”

The first SCEE Your Whole World In Your Hands campaign pushed the Sony PSP3000 and its new offerings, including GPS and sat-nav. has been developed by Start Creative.

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