Sony Needs To To Execute A Full Holiday Press
Forgive the basketball terminology in the title; I've been playing NBA Live 10 a lot over the past few days (review incoming later tomorrow).
Anyway, the point is this: most analysts, journalists, and gamers believe that Sony is entering this all-important holiday season in a better position than in any previous year this generation. Heck, even Sony freely admits it. They're fresh off the $100 price drop, the new PS3 Slim model has just been introduced, Blu-Ray continues to rise, the PlayStation Network and Store are both growing rapidly, and they've just launched the latest iteration in the PSP universe; the PSP Go. Oh, and let's not forget that Uncharted 2: Among Thieves - a PS3 exclusive - is pulling down some of the highest review scores we've seen in years. In short, this is a time where Sony needs to press; they need to really shove this in everyone's faces. I've never been a big fan of that "in-your-face" marketing and advertising but the ugly truth of the matter is that it works. Sony should be preparing a series of campaigns that we'll see over and over and over again from now through the end of December; if they want to take advantage of this positive position, they need to strike now.
We have often condemned Sony for a failure to promote the PlayStation products and relevant software and although it has slowly but surely improved, we still haven't seen the all-out blitz. That's what they need to do now. Remember when Resident Evil 5 commercials were basically outnumbering Killzone 2 ads by like a 5-1 or 10-1 basis? I do. I just couldn't figure that out. Now, we're absolutely certain that Sony is keeping a very close eye on the impending success of Uncharted 2, and they know how crucial that price drop was (note the "It Only Does Everything" campaign). And as a result, I actually have seen plenty of ads on TV. But you know what? They still need to ratchet it up another notch, especially when Uncharted 2 releases next week. You shouldn't be able to switch through the cable channels without finding a commercial for the PS3 Slim, Uncharted 2, Blu-Ray, etc. They keep saying this is a "marathon and not a sprint," but you also have to take advantage of opportunities when they present themselves.
Hint, hint, Sony...the time is now.
10/5/2009 9:58:52 PM Ben Dutka