Sony Computer Entertainment America (SCEA) today announced a new marketing campaign to support the launch of the PLAYSTATION 3 (PS3) computer entertainment system.
The new campaign, featuring the tagline "Play Beyond," utilizes innovative
advertising, viral and online components as well as promotion and retail
activities, to educate and inspire consumers as they get ready to usher in
the next era in digital entertainment.
"With ?Play Beyond? we are inviting consumers to think beyond what they
might typically expect in a videogame and entertainment system," said
Peter Dille, Senior Vice President of Marketing, SCEA. "The provocative
campaign will help create a distinct brand identity for PS3, while at the
same time start the conversation among consumers that this isn?t your
The campaign features a variety of media and advertising components
including national television, print, Web and out-of-home advertising
vehicles. The initiative started in early October with out-of home
advertising, including billboards and bus shelter ads in major
metropolitan areas. Each ad depicts a stark white room with various
objects acting in a surreal manner when experiencing the advanced
abilities of PS3 and its components, such as the Cell Broadband Engine and
Blu-ray Disc (BD) player.
The television ad campaign features a similar white room motif, with real
world objects reacting instinctively to the power of PS3 and its
components, such as the Cell processor, BD player, SIXAXIS wireless
controller and the library of launch window software titles. The spots
will run on major national broadcast and cable networks across a wide
variety of time segments and shows. The new television ads have already
been a hit with consumers logging more than 500,000 hits on the video site
The print campaign will top 40 million impressions and will run in several
different national monthlies, weeklies and dailies. Online ads will reach
150 million impressions and will appear on gaming, sports, music and
lifestyle websites. All the ads will point consumers to
www.playbeyond.com, a newly created website that features unlockable
information about PS3 and its games. The PlayBeyond.com site is also
accessible through the PS3 system?s free network capabilities utilizing
the system?s built-in Web browser.
In addition to extensive retail support pieces utilizing the ?Play Beyond?
theme, SCEA also announced that 14,000 kiosks showcasing the PS3 system
hardware and software are being installed at major retailers nationwide.
The kiosks have a modern design and can be connected to the Internet for
up to date product information, hardware and software highlights.
To complement the new marketing campaign, SCEA has also created the
"PlayStation Experience" ? a big-rig truck outfitted with a full line-up
of playable games for the PlayStation 2 computer entertainment system, PSP
(PlayStation Portable), and of course, the PS3 system. The new
PlayStation Experience truck will be on the road throughout the year
stopping at various concerts and events nationwide including the upcoming
International Motorcycle Shows in Arizona and Texas.
PS3 launches in North America on November 17, 2006 and will be supported
by more than 22 retail and downloadable software titles through the