Sony Launches Multi-Million Dollar Marketing Campaign
In preparation for the launch of an internal hard disk drive for PlayStation 2 and Final Fantasy XI, Sony Computer Entertainment is using a multi-million dollar marketing campaign to garner product exposure.
The campaign will reach national print and online media, as well as span across the primary networks, 23 cable networks and syndicated and late night television shows. The marketing support for the two new products will run through June 2004.
Hard disk drives containing pre-installed Final Fantasy XI games hit store shelves last week. The hard disk drives allow gamers to download content and experiences and help Sony to engage consumers within the online community to build customer loyalty. Gamers can connect for game play either through a PlayStation 2 or a personal computer.
P-O-P and in-store advertising support.
In other Sony news, EVP Andrew House spoke at the 2004 Game Developers Conference in San Jose, CA, last week outlining details about online gaming and gave a progress report on PSP, the company’s yet-to-be-released portable entertainment platform.
The company is migrating the PlayStation 2 audience online by releasing more than 52 new online-enabled titles in 2004. PlayStation 2 consoles can connect to the Internet by a broadband or dial-up connection by way of a network adapter, allowing gamers to compete against each other through their PlayStations or PCs. PSP is scheduled to launch within the company’s fiscal year ending March 31, 2005.
