Foster City, Calif. - Following the recent
introduction of a slimmed -down PlayStation3 at a new low $299 retail price, Sony Computer Entertainment revealed plans Thursday
for an integrated
marketing campaign to
help get the word out.
In addition to
underscoring the new slim 120GB PS3, the campaign will underscore a range of
new titles Sony will launch for the platform in time for the holiday buying
said the new marketing campaign will use the tagline "It Only Does
New ads slated for the campaign were created for Sony by Deutsch
LA, and involve direct conversations with consumers about everything the PS3
In addition to playing games, Sony will underscore the PS3's
ability to play Blu-ray Disc movies and to access more than 2,000 movies to download,
including HD content.
Sony said the campaign was "tailored this campaign a bit
differently to extend our reach and PS3 family."
The ad campaign, which is slated to begin now and run through the
holidays, will discuss the PS3's broad features and benefits on multiple media platforms
including TV, radio, online, retail and social networking outlets, Sony said.
A total of nine TV spots will roll out throughout the holiday,
each highlighting a different benefit and feature of the PS3.
The campaign will begin
with a TV spot highlighting the new $299 price point on Sept. 1.