Let the PSP marketing hype begin

by: Chuck -
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Where will you be on Thursday next week? Still recovering from your St. Patrick’s day hang-over or in line at your local store to get your hands on a PSP (if you're Charlie the answer is all of the above). In case you've been living in a spider-hole, under a rock, or in a hidden undisclosed location, Sony will be unleashing their new PlayStation Portable on the world and you can't have a product launch with out a massive ad campaign right? Well, Sony sends word that you can expect to be bombarded with all kinds of ads touting the devices abilities in the upcoming weeks. Check out the press release for the advance word on what you'll be unable to escape over the next few weeks.
Sony Computer Entertainment America Launches Innovative Marketing Campaign to
Support the Year's Most Anticipated Product PSP(TM) (PlayStation(R) Portable)

Multi-Million-Dollar Campaign Entices Consumers to Engage in the PSP

FOSTER CITY, Calif., March 17 /PRNewswire/ -- Sony Computer Entertainment
America Inc. announced today an innovative marketing campaign to launch the
PSP(TM) (PlayStation(R) Portable) handheld entertainment system, which makes
its highly anticipated North American debut on March 24. The groundbreaking
campaign demonstrates PSP as the first truly integrated portable entertainment
product designed to provide a comprehensive entertainment experience -- games,
movies, music, photos and wireless connectivity -- in one stylish device. The
multi-million dollar integrated marketing effort includes television, print,
outdoor and online elements, and non-traditional, original programs including
PSP Radio and the first-ever PSP Accessories Show.
The various executions of the campaign are designed to engage consumers by
showcasing the incredible entertainment innovation that PSP represents, while
also focusing on the human aspect of personal entertainment. The overall tone
of the campaign is hip and urban, inviting consumers to break free from the
constraints of the "handheld gaming ghetto."
"PSP is the first product to deliver on the portable entertainment promise
that today's consumers seek, a true blending of technology, fashion and fun,"
said Andrew House, executive vice president, Sony Computer Entertainment
America. "Through the PSP marketing campaign, we are taking portable
entertainment to the mainstream, expanding audiences with sophisticated games
and a wealth of other options for the mobile lifestyle."
To demonstrate the new entertainment freedoms that consumers will
experience with PSP, the company partnered with agency of record
TBWA\Chiat\Day Los Angeles to create two television spots, "POV" and
"Blender," scheduled to air on network, syndication and cable TV starting on
March 21. "POV" opens in the factory with the "birth" of a PSP. In an
explosion into light, the commercial's protagonist is PSP and the spot opens
with a shot from the unit's vantage point, as it is unwrapped for the first
time and looks into the faces of excited consumers who have waited for this
moment. The focus then shifts to the consumer and the portability is seen
through the eyes of the player as they engage in their daily activities such
as grocery shopping, getting a hair-cut, all while experiencing portable
entertainment on PSP. "POV" was directed by Dave Meyers, who has overseen
music videos for such artists as Britney Spears, No Doubt, Janet Jackson, Jay-
Z and many more.
The second commercial spot, "Blender," blends live action with characters
with movies, music and games to merge all entertainment mediums -- a visual
metaphor for the broad potential of PSP. The ad opens with a hip young
consumer walking down the street with a PSP in-hand, when suddenly he begins
to morph into characters from his favorite games, movies and music. He
becomes "Needles Kane" from the popular Twisted Metal(TM) franchise, a movie
cowboy, a hockey player, an NBA star, a musician, all representative of the
new ways consumers will be able to experience the immersive portable
entertainment with PSP.
The television campaign spots are tied together by music, a key tenet of
PSP, as both spots feature "Take Me Out" by Franz Ferdinand, the award-winning
band, courtesy of SONY BMG MUSIC ENTERTAINMENT, creating a unifying theme and
PSP launch anthem. These ads will run on a mixture of primetime, late night,
syndication and cable television from March 21 through April 17.
The print, online and outdoor components of the campaign are designed to
feature game titles from the PSP launch line-up, while demonstrating stunning
visuals unique to the PSP experience. The print ads will appear in the
April/May issues of publications like Electronic Gaming Monthly, Game
Informer, GamePro, Official U.S. PlayStation Magazine, PLAY, PlayStation
Magazine, and Sync. The online execution is designed to showcase game
content, as well as the XMB(TM) (XrossMediaBar), the unique user interface
that allows consumers to easily navigate media content on PSP as represented
by symbols -- a music note for music, game controller for games, film icon for
movies, and camera for photos.
Consumers will have to look no further than buses, subway terminals,
sidewalks and billboards to find PSP in larger than life form in the outdoor
portion of the campaign. Outdoor ads will run in major markets including New
York, Los Angeles, Chicago, Philadelphia, Boston and San Francisco. A custom
designed billboard-sized PSP with giant LCD screen will be located on one of
the busiest corners in New York City, on Lafayette and Houston, where people
will only have to look up to be mesmerized with images from the innovative ad
spots -- the perfect accompaniment to the New York skyline.
Known for breaking traditional marketing paradigms, Sony Computer
Entertainment America is bringing to life two innovative programs that have
never been done before -- PSP Radio, and the first-ever PSP accessories show.
With Carson Daly as host, the unprecedented PSP Radio program will bring
dedicated PSP-themed radio shows to listeners in key urban markets during
evening drive times including New York, Los Angeles, Seattle, Philadelphia and
San Francisco. Listeners in these markets will experience five days of
original PSP programming starting on March 28.
Demonstrating PSP as lifestyle accessory, the PSP Accessories Show, dubbed
Pret a PSP, took place on March 14. The event was a huge success drawing
fashion elite and showcasing an unprecedented collection of PSP accessories by
acclaimed designers Marc Jacobs, Diane von Furstenberg, Henry Duarte, Coach,
LRG, Jennifer Lopez, Baby Phat by Kimora Lee Simmons featuring Simmons Jewelry
Company, Heatherette, C. Ronson, (wb) waraire boswell, Jenni Kayne, Autore
Pearls, Kidada for Disney, and IceLink Watch.

About PSP(TM) (PlayStation(R) Portable)
PSP(TM) (PlayStation(R) Portable) is a new handheld entertainment system
that allows users to enjoy 3D games, high-quality full-motion video, and high-
fidelity stereo audio. With graphics rendering capability comparable to that
of PlayStation(R)2, PSP features a 4.3 inch wide screen, high-resolution TFT
display. PSP also adopts a newly developed compact but high-capacity (1.8GB)
optical disc, Universal Media Disc (UMD(TM)), as its storage medium. With a
wide range of accessories and connectivity options, including Memory Stick
Duo, USB 2.0, IR port and Wi-Fi wireless LAN, PSP is the new entertainment
platform from PlayStation.

About Sony Computer Entertainment America Inc.
Sony Computer Entertainment America Inc. continues to redefine the
entertainment lifestyle with its PlayStation(R) and PS one(TM) game console,
the PlayStation(R)2 computer entertainment system and the PSP(TM)
(PlayStation(R) Portable) handheld entertainment system. The PlayStation 2
computer entertainment system revolutionized the home entertainment market,
offering the most compelling interactive content and the capability to be used
as a network terminal in the coming broadband era. PSP is a new portable
entertainment system that allows users to enjoy 3D games, with high-quality
full-motion video, and high-fidelity stereo audio.
Recognized as the undisputed industry leader, Sony Computer Entertainment
America Inc. markets the PlayStation family of products and develops,
publishes, markets and distributes software for the PS one game console, the
PlayStation 2 computer entertainment system and the PSP handheld entertainment
system for the North American market. Based in Foster City, Calif. Sony
Computer Entertainment America Inc. serves as headquarters for all North
American operations and is a wholly-owned subsidiary of Sony Computer
Entertainment Inc.
Visit us on the Web at http://www.us.playstation.com
PlayStation and the PlayStation logo and UMD are registered trademarks of
Sony Computer Entertainment Inc. "PSP" is a trademark of Sony Computer
Entertainment Inc. All other trademarks are property of their respective
owners. Memory Stick Duo, Memory Stick PRO Duo, ATRAC3plus and MagicGate are
trademarks of Sony Corporation.
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