Sony Runs Onyx Holiday Campaign for PS3

  |  November 8, 2007   |  Comments

The campaign includes expandable banner units showing the console morph into activity to highlight the PS3's entertainment capabilities.

Video game systems are a hot ticket item for holiday gifts. As the third-runner among the three console makers, Sony Computer Entertainment America went to the opposite end of the spectrum from last year's "White Room" campaign where the console interacted with objects in a sterile environment. The new ads use the onyx-like PlayStation 3 as a stage to highlight the system's entertainment.

"The concept for this year's brand campaign takes advantage of everything that the PS3 offers and uses 'visually provoking' animation to convey these features. Both the online and TV campaigns use computer animation to morph objects out of the PS3 to create the visual language that the PS3 is an entertainment powerhouse," said Kim Nguyen, Sony's marketing manager for the PlayStation 3.

Ad include expandable units from Eyeblaster, with interactive elements. The initial unit, "Blu-Ray" focuses on the PS3's ability to play Blu-ray, high definition DVDs. When expanded, it shows the console morph into cinematic images before it creates individual screens. Consumers then click on each screen to view clips from movies and gameplay.

A second unit, "40GB Introduction" similarly starts with the console with images emerging through an oil-like surface, then shows footage from "Spider-Man."

The online component of the campaign initially launched early last month, with new ad units appearing with the launch of the bundled 40GB system with the "Spider-Man" three movie pack, which hit retail stores on November 2. The TV campaign also commenced the first weekend in November, with similar creative. The campaign was staged to capture holiday, and coordinate with product releases.

"We have a lot to say and we felt it was important to get our message out as soon as possible. However, for TV, we wanted to sync up with the launch of the new 40GB model launching on November 2, so we decided to let online run first and use the opportunity to educate," said Nguyen.

Sony wouldn't disclose how much was spent on the campaign, but said it expects to receive over 160 million impressions throughout the course of the online campaign spanning from October through the end of December.

TBWA\Chiat\Day was the creative agency, and OMD managed the media buy. Banners will run on over 20 Web sites in the gaming, sports, music, entertainment, lifestyle, technology, and emerging media channels. Sites include IGN, 1UP, Gamefly, GameSpot, IMDB, Complex, PlayStation Underground, ESPN, Military, Dark Horizons, GameTrailers, and UGO.

Still to come is the launch of the PlayStation Network ad unit on November 21. Creative featuring third-party titles developed and licensed by other publishers for the Sony system, which will go live just two days later.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...