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 Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

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

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs