Sony signs up Pink to front PSP activity

by Melanie Godsell, Marketing 31-Aug-06

Sony has secured a deal with US pop star Pink to promote the launch of a limited-edition pink PSP console.

The launch, on 27 October, is part of Sony's strategy of broadening its
appeal to women. A disc featuring Pink music videos, footage of her
latest UK tour, interviews and an exclusive track will be included in

the package.

Additional content will be available when purchasers of the console
register it online.

The original black PSP was launched last September, while a
ceramic-white variant was rolled out in May. More than 4.5m of the
consoles have been sold across Europe since its launch. The Pink PSP
will retail at £169.

According to a spokesman, Sony will be placing greater emphasis on
tie-ups with celebrities in the future.

Last week the company announced that it would be introducing a
limited-edition pink variant of its PlayStation 2 console in November
(Marketing, 23 August). It said the launch illustrated that PlayStation
2 has expanded the market for games consoles beyond teenage and
20-something males.

Sony has come under fire recently after Kaz Hirai, president of Sony
Computer Entertainment America, admitted that production of its
next-generation console, PlayStation 3, had yet to begin. The console is
due to roll out in November, and the launch has been delayed once
already. However, Sony insists it remains on schedule.

TBWA\London, which handles PlayStation's UK advertising, is working on a
pre-launch campaign for the PlayStation 3, which is set to break in
October.

An ongoing pitch for the brand's direct mail business has been delayed.
Claydon Heeley is the incumbent.

Manning Gottlieb OMD handles PlayStation's media account.