Sony turns up PS4 marketing to counter Xbox One

Sony has stepped up its Playstation marketing activity to coincide with the launch of Microsoft’s Xbox One and drum up excitement ahead of the E3 gaming summit where it is set to fully unveil its next generation PS4.

The campaign is digitally focused and the consumer electronics giant is targeting key gaming sites, such as Euro Gamer, with multiple takeovers appearing next to editorial on Microsoft’s Xbox One. See images.

Other elements of the campaign include paid search executions appearing against terms, including ‘Xbox’, along with pre-roll YouTube ads appearing against videos found using search terms such ad ‘console’.

The activity comes the same week as Microsoft unveiled its Xbox One where the focus of its marketing messaging was around its multimedia functionality.

However, Sony’s recent online marketing activity appears to focus on its core gaming function and also comes the same week as it released a teaser video entitled ‘PlayStation 4 See it First at E3’. See video above.

Marketing Week requests for an interview on the executions with a Sony spokesperson were not responded to by time of publication.

Sony Playstation’s media planning and buying agency Manning Gottlieb OMD confirmed it was helping to conduct the campaign when conduct the campaign when contacted by Marketing Week.

Recommended

Mark Ritson

The gloves are off: the rise of anti-marketing

Tess Waddington

Recent events in the US have brought Abercrombie & Fitch’s exclusionist approach to targeting back into the public eye. Californian writer Greg Karber was so incensed by Abercrombie chief executive Mike Jeffries’ comments about how his brand exclusively focuses on the young, the thin and the popular that he decided to take action.

Sainsburys-Campaign-2013_304

Sainsbury’s named Brand of the Year

Seb Joseph

Sainsbury’s beat competition from rivals including British Airways and Cadbury to be crowned the Marketing Week 2013 Engage Awards Brand of the Year in association with YouGov.

Comments

    Leave a comment