Sony has revealed that they will be dropping $50 million on PlayStation Vita’s marketing campaign, making it the largest platform launch in terms of marketing investment Sony has ever had. Senior director for PS hand-held consoles, Jon Koller had this to say.
Vita’s launch will coincide with “the largest platform launch in terms of marketing investment we’ve ever had,” he said. After pegging the total cost at $50 million.
The theme of the campaign will be “Never Stop Playing”, something like the PS3 Slim had, “It only does everything” and we all know it worked.
The company will be targeting Twitter because that’s all the latest rage right now, isn’t it? They will be buying promoted posts and using hashtags that direct people to the official Vita PlayStation website.
TV shows – “The Simpsons,” “South Park” and “Tosh.0,” the popular Comedy Central show, and during N.B.A and N.C.A.A. basketball games.
Online media – Yahoo, ESPN, CNN and YouTube. Billboards and wallscapes will be seen in cities like New York, Chicago and San Francisco and radio ads for the Vita will be broadcast on the Howard Stern show on Sirius Radio during March Madness.
There you go, how is that for a marketing plan?