Sony Pulling Out All The Stops With PlayStation Vita Campaign
You can't have much of an impact without a great ad campaign. And if there's one device that requires as much promotion as possible, it's the PlayStation Vita.
Scheduled to launch on February 22 in North America, Europe and Australia, Sony says they'll be kicking things into high gear over the next few weeks. With a 5-inch OLED touch screen, dual analog sticks, front and rear cameras, motion sensing, the sweet NEAR feature, and the option of 3G service, the Vita is a very advanced little portable unit.
So what's the best way to pique the consumer's interest? Well, target the right consumer, of course, and in this case, it's the gamer. And Sony will try to tell them that if they want the best handheld interactive experience, they have to own the Vita. Here's what Sony UK marketing manager Mark Bowles told MCV:
"Vita delivers an uncompromised gaming experience on a portable device, for the first time. With a long list of impressive features, we’re confident consumers will be incredibly excited by the latest addition to the PlayStation family.
The PS Vita launch will be supported by the biggest campaign we’ve ever executed, and this level of activity will continue throughout 2012, reflecting our confidence in, and commitment to the platform long term."
He went on to say they're targeting "gamers primarily," but they also want to appeal to the new generation of "tech enthusiasts and entertainment consumers who are used to playing games on their smartphones or tablets." Obviously, Sony wants to show that the Vita is different; that its excellent technology sets it apart. Lastly, it's all about going hands-on-
"Finally, one thing we learnt early on is that the best way to understand PS Vita, is to get hands-on experience with it. This is why we’re investing heavily in an experiential tour."
Well, we certainly hope the Vita fares well. It definitely looks very promising; we reserve further judgment for when we've spent some serious time with it.
1/9/2012 8:36:04 PM Ben Dutka