As the U.S. launch of the PS3 approaches, Sony has launched its marketing blitz that, it hopes, will warm consumers to its product. Amidst uncertainty over the available quantities of the console in the U.S., analysts claim only 200,000 units will be available while GameStop reckons only 300,000 units will make it to U.S. shores, retailers claim that consumer excitement is higher now than it was one year ago during the X360 launch.
SCEA has launched a new marketing campaign to support the launch of the PLAYSTATION 3 and to further promote the popular PlayStation brand in North America. The new campaign, featuring the tagline Play Beyond, utilizes innovative advertising, viral and online components as well as promotion and retail activities, to educate and inspire consumers as they get ready to usher in the next era in digital entertainment.
The PS3 marketing effort builds upon the long-term strength and consumer loyalty of the PlayStation brand. The campaign features a variety of media and advertising components including national television, print, Web and out-of-home advertising vehicles. The initiative started in early October with out-of home advertising, including billboards and bus shelter ads in major metropolitan areas. Each ad depicts a stark white room with various objects acting in a surreal manner when experiencing the advanced abilities of PS3 and its components, such as the Cell Broadband Engine and Blu-ray Disc (BD) player.
The television ad campaign features a similar white room motif, with real world objects reacting instinctively to the power of PS3 and its components, such as the Cell processor, BD player, SIXAXIS wireless controller and the library of launch window software titles. The spots will run on major national broadcast and cable networks across a wide variety of time segments and shows. The new television ads have already been a hit with consumers logging more than 500,000 hits on the video site YouTube.com.
The print campaign will top 40 million impressions and will run in several different national monthlies, weeklies and dailies. Online ads will reach 150 million impressions and will appear on gaming, sports, music and lifestyle websites. Finally, in true PlayStation fashion, a secretive interactive, viral layer has been added to the ad campaign to engage the loyal fan base. All the ads will point consumers to , a newly created website that features unlockable information about PS3 and its games. The PlayBeyond.com site is also accessible through the PS3 system's free network capabilities utilizing the system's built-in Web browser.
In addition to extensive retail support pieces utilizing the Play Beyond theme, SCEA also announced that 14,000 kiosks showcasing the PS3 system hardware and software are being installed at major retailers nationwide. The kiosks have a sleek and modern design and can be connected to the Internet for up to date product information, hardware and software highlights.
To complement the new marketing campaign, SCEA has also created the PlayStation Experience-a big-rig truck outfitted with a full line-up of playable games for the PlayStation 2, PSP and of course, the PS3 system. The new PlayStation Experience truck will be on the road throughout the year stopping at various concerts and events nationwide including the upcoming International Motorcycle Shows in Arizona and Texas.
Additionally, SCEA has revamped the playstation.com website, adding some new information on the PS3 and its upcoming titles.
PS3 launches in North America on November 17, 2006 and will be supported by more than 22 retail and downloadable software titles through the holidays.
