Sony spending $50 million on Vita marketing campaign

[garyopa]

The campaign name is 'Never Stop Playing'.



According to SCEA's John Koller, this will be 'the largest platform launch' in PS story. The VITA marketing campaign will cost Sony $50 million. Will it work?

According to Sony Computer Entertainment America senior director for PlayStation handheld consoles, John Koller, VITA's marketing campaign will cost $50 million USD to the company.

This campaign will be called Never Stop Playing, and according to Koller, this will be "the largest platform launch" in the PS story, in terms of marketing costs.

The $50 million spend will be spread across television commercials, billboards, retail partnerships, digital banner ads, and a Twitter campaign that focuses on the hashtag #gamechanger.

Commercials for Sony's new handheld device will be seen on programs like The Simpsons, South Park, Tosh.0, and NBA and NCAA basketball games, in an attempt to get the attention of its core demographic: 20-something male gamers that already own a PS3. Koller told The New York Times that the Vita will target gamers that want to continue to be engaged "and still feel like they’re playing on a console."

The weird thing is that, until now, not a single TV ad has been air in the US, and VITA's launch is next week. Will this campaign work in USA being the system is so close to its launch?

Check out the only ad for VITA right now on the US TV (this one is from Taco Bell).

NEWS SOURCE #1: Playstation Vita offers a perpetual game inside or out (via) New York Times
NEWS SOURCE #2: Sony spending 50 million on Vita marketing campaign (via) ShackNews

Our thanks to 'Gauss' for another fine news story!

[billysastard]

that taco bell "advert" is far from good publicity especially since they are now emailing most "winners" to tell them they didnt win and are trying to defraud them.

might be connected to the codes being printed on the outsides of the boxes so the staff can try every code or maybe taco bell screwed up and made toomany winning numbers, either way it fast turning in to quite a disaster for both sony and taco bell.

oh, and most stores now are not even giving out the boxes at all making it pretty much impossible to "win" a vita.

[Xenogears V]

but make a pause 15 minute every hour played.