PSP Marketing Blitz

Sony today announced several new marketing initiatives designed to continue the momentum of its popular PSP system through the holiday shopping season. A new national television advertising campaign, titled “Find Me,” has launched, focusing on the PSP system’s multi-functional features shown in a real-world narrative. SCEA is also making downloadable gaming and other media content available with new PSP Spot Download Stations at select retailers nationwide. Additional efforts at retail, in home, on the Internet, and on the streets are generating strong awareness for the system and everything it offers to consumers who want their gaming and entertainment on-the-go.

“The PSP system has already been established as a popular gaming handheld, but it was designed to do so much more — from playing music and videos to sharing photos and accessing the Internet,” said Peter Dille, senior vice president of marketing, SCEA. “These marketing initiatives deliver the broader PSP brand message and offer PSP owners the entertainment experience they’re thirsting for from a content perspective. We’re excited that these new efforts place a spotlight on the PSP system by delivering value to existing PSP owners and reaching new audiences at a time when gift-givers are looking for what’s hot in entertainment.”

“Find Me” Ad Campaign
Launched at the end of October, the new TV advertising campaign uses an engaging narrative style to show one PSP owner’s quest to find his love interest, armed only with his PSP system and a 4 GB Memory Stick PRO Duo(TM) filled with her photos, videos, and music. Spider-Man 2 movie clips, SOCOM: U.S. Navy SEALs Fireteam Bravo 2, and ATV Offroad Fury Pro are also shown to emphasize the PSP system’s broad content offering.

The campaign, consisting of two 30-second spots and one 60-second spot, targets the 16 to 34-year-old male audience. The PSP system’s vibrant LCD widescreen, broad range of gaming and entertainment content, and overall sleek design have enabled SCEA to successfully carve out this new market, which represents a departure from the far younger consumer that competitors have traditionally reached with their gaming handhelds.

The 30-second spots are now airing on network, cable and syndicated programming.

PSP Spot Download Station
Beginning this month, consumers can take their PSP system to participating retailers, including Circuit City, GameStop, Target, and Toys ‘R’ Us, to download the hottest gaming and entertainment content from a PSP Spot Download Station. These interactive kiosks offer game demos, movie trailers, music clips, mini-strategy guides, wallpapers and more, delivering a broad range of content that PSP owners are looking for. By January 2007, PSP Spot Download Stations will be available at more than 6,000 retailer locations. The PSP Spot currently offers the following content.