New Freedom identity to underpin PlayStation growth

by Ben Carter, Marketing 04-May-05, 08:30

LONDON - Sony PlayStation has launched an umbrella brand identity called Freedom as part of a £5m drive to reposition itself as a mass-market entertainment platform.

The introduction of Freedom, which will underpin all PlayStation's summer activity, marks the first time the console's hardware and software have been promoted jointly via an umbrella identity.

It will be replaced with a winter theme later this year.

Freedom's launch will include a sampling drive that will see thousands of branded accessories given away nationwide. There will also be a show at Thorpe Park that will be screened live on Channel 4's T4 strand, and ad campaigns for a range of games released this summer.

Alan Duncan, UK marketing director for Sony Computer Entertainment, explained that Freedom was the first stage of PlayStation's efforts to expand its brand. "We want to broaden beyond games and compete with the mass-market entertainment firms," he said.

Sony is gearing up for the UK September launch of PSP, a handheld games console that also plays films and music.

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