Sony Computer Entertainment America has launched a new national marketing campaign to support the recently reduced price of the PSP®(PlayStation®Portable) system, now available for $169.99 (MSRP). The campaign, titled “Dude, Get Your Own,” uses a humorous style to communicate the PSP’s status as a coveted portable entertainment system offering high-quality games on-the-go, as well as multimedia features such as video and music playback.
A TV spot is airing now through the end of May on shows such as King of the Hill (FOX), South Park (Comedy Central), Adult Swim (Cartoon Network), the NBA Playoffs (TNT), Saturday Night Live (NBC), and WWE Smackdown (CW). Six additional vignettes that build on the TV spot will be released online in a variety of Web sites, at retail, and through other channels. Later this week, SCEA will launch an interactive Web site ( http://www.us.playstation.com
Additionally, the vignettes will be part of an online advertising campaign running now through July, with placement in a mixture of gaming and lifestyle media sites such as IGN.com, Gamespot.com, ESPN.com and Maxim.com. A direct mail piece supporting the campaign will be distributed later this month.
The new campaign addresses the 13 to 17-year-old demographic, a key target audience for the PSP system this year. With its new price, PSP system delivers even greater value to a broad range of consumers, including younger gamers. Since the April 3rd price drop announcement, PSP hardware and software sales have sparked at retailers, and these new marketing initiatives are expected to drive continued consumer interest in the platform.