The cost of the marketing campaign at $50 million is “the largest platform launch in terms of marketing investment we’ve ever had,” Mr. Koller said.
Sony worked with Deutsch, part of the Interpublic Group of Companies, to create the campaign that includes television commercials, billboards, retail partnerships, digital banner ads and a significant presence in social media. The theme of the campaign, “Never Stop Playing,” will be featured on many of the ads as will the Twitter-influenced hashtag, #gamechanger.
Online users will see banner ads across 26 Web sites like Yahoo, ESPN, CNN and YouTube. Billboards and wallscapes will be seen in cities like New York, Chicago and San Francisco and radio ads for the Vita will be broadcast on the Howard Stern show on Sirius Radio during March Madness.
