"Never Stop Playing" campaign for upcoming portable is Sony's largest platform launch marketing spend ever; ads to reach YouTube, Facebook, television, and billboards in major cities.
Sony's PlayStation Vita will ship in North America next week, and with it will come the company's biggest-ever marketing campaign focused on a platform launch.
A New York Times report reveals that Sony invested $50 million to market the PS Vita, representing, "the largest platform launch in terms of marketing investment we've ever had," according to Sony's John Koller.
According to the Times, Sony worked with marketing firm Deutsch to create a string of advertisements for the PS Vita, with a theme of "Never Stop Playing." These include online advertisements on 26 websites including Facebook, YouTube, and Twitter, as well as on television, during The Simpsons, South Park, Tosh.O, and NBA and NCAA basketball games.
Additionally, Sony will promote the PS Vita on Sirius XM radio and through billboard advertisements in major United States cities like New York, San Francisco, and Chicago.
The PS Vita launches in North America on February 22 in two flavors: a $250 Wi-Fi model and a $300 3G version. The system will also launch with more than 20 titles, including Uncharted: Golden Abyss, WipeOut 2048, and Little Deviants.
For more on the PS Vita, check out GameSpot's latest hands-on coverage of the portable device.
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