John Koller, director of hardware marketing for SCEA, told the New York Times in a recent interview that Sony is planning on spending upwards of $50 million in marketing for its latest handheld. The slogan “Never Stop Playing” will be the focal point for many of the ads, along with the Twitter-inspired hashtag, #gamechanger.
Sony will also allow people to play the PS Vita in pop-up stores that. These locations will be known by Sony as Vita Social Clubs and will be located in cities such as San Francisco, Boston, Los Angeles, and more. This part of the marketing campaign is for “putting the PS Vita into people’s hands.”
Sony is stating that the PS Vita is “the largest platform launch in terms of marketing investment” that the company has ever attempted. With this in mind, it should be interesting to see just what all Sony will be trying with the Vita’s marketing strategy. We’ve already seen some of their strategy with their partnership with Taco Bell in recent months. Who knows what will be next.
[Source: New York Times]