Sony Labels PS3 As A "Total Entertainment Solution"
While Sony doesn't intend to lose its game focus with the PlayStation 3, they want to show the average consumer just what the machine offers. This is the primary focus behind their new advertising campaign - "It Only Does Everything" - as revealed last week.
Now, senior vice president of marketing, Peter Dille, adds to his comments at the Blog in a recent interview with the LA Times. Sony launches their aggressive marketing campaign in September and they want to promote the PS3 as being "the greatest gaming, Blu-Ray playing, movie downloading system around." This comes hot on the heels of the all-important price cut, which is now in effect; the PS3 dropped $100, down to $299; that includes the new PS3 Slim model and all remaining "fat" 80GB PS3s on store shelves. And Dille says focusing on "everything" the PS3 can do is the best approach.
"We have been a game company for years and we would never walk away from that, but research confirmed there is a larger proposition under our nose. We wanted to reposition as a total entertainment solution. We felt like we can really own entertainment."
The obscure ads of the past are gone and following in the footsteps of the competition, Sony will try to reach out to "moms and families" more than ever before. The cheaper price tag certainly allows for this, and given the PS3's capabilities outside of gaming, it makes a ton of sense. However, don't think you won't see any ads for the games; Dille says they will continue to cater to the avid gamers, with particular emphasis on "high-profile new titles such as October's Uncharted 2." If they can get both the hardcore gamers and the "moms and families," where's the harm in that?
8/31/2009 Ben Dutka