Sony Computer Entertainment America, Foster City, Calif., in late November launched a multi-million dollar branding campaign for its Sony PlayStation 2 game console and Sony PlayStation branded video games.
TBWA Chiat Day, Los Angeles, developed the campaign, which will use TV, cinema, print, outdoor and online media. The campaign is expected to run through the end of the year. TABR estimates spending on the campaign will be $15 million.
"Our brand campaign demonstrates to new audiences that PlayStation is 'The Only Place to Play' through our commitment to value, choice and a fun, exciting entertainment experience," said Andrew House, executive vice president for Sony Computer Entertainment America. "The holidays, as the biggest shopping season, offer a unique opportunity to reinforce that PlayStation 2 products are not only desirable gifts, but also affordable options."
Beginning this month, two 30-second PlayStation spots will run as part of the previews in more than 1,800 theaters and on 8,000 movie screens.
The ads will appear before such films as "The Cat in the Hat," "Last Samurai" and "Peter Pan."
Three TV spots titled "Future," "Jingle Bell Rocks" and Playground" are currently running on national network and cable TV on such networks as Spike TV and UPN.
The TV and cinema ads showcase the PlayStation2 Combo Pack, which features the console unit, an Internet adaptor and a copy of the game ATV Offroad Fury 2. The pack retails for $199.
Print and outdoor ads will carry five separate taglines to address the game system's varied fan base. The taglines include "Technically, this is 'doing something around the house,'" "No matter how fast they grow, it'll still fit," "Want to conquer the world? Here's your chance," "The Only Place to Play," and "Tell your parents you want to study the classics."
Print ads are running in such consumer titles as People, Time, TV Guide, US Weekly and Entertainment Weekly. Print ads also are running in leading daily newspapers in New York, Boston, San Francisco, Los Angeles, Miami, Houston, Chicago, Washington, D.C., San Diego and Houston.
Outdoor ads are running in Los Angeles, New York, Baltimore, Detroit, Philadelphia, Chicago, Washington, D.C., Cleveland, St. Louis, Miami/Ft. Lauderdale, Houston and Dallas/Ft. Worth.
Online ads are running on entertainment, gift-giving and kids destinations, including AOL.com, Yahoo.com, Disney.com and iVillage.com.
PlayStation 2 To Give Away $1 Million In conjunction with the holiday ad campaign, Sony Computer Entertainment America is running a special sweepstakes that will give away $1 million to one lucky consumer who purchases a PlayStation 2 Combo Pack. The contest is dubbed "PlayStation's Million Reasons to Play PlayStation 2 Combo Pack $1 Million Giveaway." Consumers who have recently purchased a combo pack can enter the serial number from their packs on the PlayStation Web site. A winner will be selected at random Jan. 26.
Sony Computer Entertainment America is promoting the sweepstakes through national radio spots, Internet advertising and in-store promotions.
Sony Computer Entertainment America can be contacted at 650-655-8000.
COPYRIGHT 2003 RR Bowker
COPYRIGHT 2004 Gale Group
