Sony On PlayStation Promotion: "The Arrogance Is Gone"
The evolution of marketing and public relations in regards to a particular name-brand is always interesting, isn't it?
Some of you may remember those bizarre PlayStation 3 ads way back towards the end of 2006 when the machine first hit the market. Then there were some crazy baby commercials that...well, it's not worth talking about. Just weird. However, in the recent past, we've seen funny man Kevin Butler help spearhead a much simpler and more straightforward "It Only Does Everything" campaign, which has worked wonderfully so far. Of course, the PS3 has also had the benefit of an ever-expanding Network, excellent exclusives and a big ol' price drop in the past year, so that helps, too. But there has definitely been a reversal of ideas in how to promote the PS3 and PSP this generation, as noted by Senior Vice President of Marketing and the PlayStation Network Peter Dille at yesterday's MI6 conference. As reported by Destructoid, Dille says Sony wants to put the PS3 and PSP at the center of home entertainment "in a unified manner," and it helps that Sony has had good success with the PlayStation brand in the past year.
Dille cited a combined average Metacritic score of SCEA-published titles of 91.3%, which is extremely impressive, and he also reminded us of the future introduction of the PlayStation Move and 3D gaming. But as for the new promotion agenda, Dille says additions like Butler represent a complete 180. He admits that the strange ads - and the $600 price tag - "created an intimidating and arrogant impression on gamers and consumers" but now he says, "the arrogance, I think, has gone away." Anybody else find it a little ironic that when Sony might actually have a reason to be arrogant and cocky, they scale things back...? And back in 2006, there was certainly no call to have a swelled head? It's just a little funny is all.
4/1/2010 8:57:42 PM Ben Dutka