Sony ditches TV to launch PS3 digitally

by Kunal Dutta, Campaign 09-Mar-07

Sony PlayStation is scrapping the all-encompassing brand TV format which it is famous for, and, instead, will launch its PS3 using a heavily weighted digital strategy comprising 43 different pieces of content.

The campaign features six individuals, including a tattooed Russian
mercenary, a host of a defunct quiz show and a South American
footballer, who all live in a hotel.

In the run-up to the launch on 23 March, there will be a 60-second

unbranded cinema trailer and virals. Thirty-second spots will feature on

4OD and Sky, culminating in a six-minute film in May, which will be a
DVD covermount on a series of independent titles, including Little White
Lies.

Darren Carter, the vice- president of brand marketing for Sony Computer
Entertainment, said: "Our core audience has changed. They want to
discover and interact with content, rather than be advertised to by
traditional media."

Sony PlayStation has used TBWA\London as its pan- European agency since
1993.