The target audience for the Vita are men in their 20s who play video games eight hours a week or more and own a PlayStation3 console.
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.
Jason Elm, the executive vice president and creative director at Deutsch, described the campaign’s audience as “very socially plugged in, mobile, out and about, both physically and on the Internet.” Using the Twitter hashtag on the ads would help aggregate all of the conversations people were having about the product in one place, Mr. Elm said.
While the hashtag conversations will be organic, the company will also buy promoted Twitter posts that will direct consumers to the device’s Web site, playstation.com/psvita, where they can learn more about the product and make a purchase. Facebook users will find a tab dedicated to the Vita on the PlayStation page and how-to videos about the device.
Another part of the campaign, naturally enough, involves putting the PS Vita into people’s hands. Users looking for a more tactile experience can play with the device in pop-up stores that the company is calling Vita Social Clubs in cities like San Francisco, Boston and Los Angeles.
The commercials for the campaign were shot in three days in Buenos Aires and were meant to show how the Vita “affects you socially,” Mr. Elm said. In one spot, the male character is using his Vita to continue playing a game during his commute that he started before leaving for work. Another spot highlights the augmented reality features of the console with a narrator explaining how “the world is your next battleground,” while a third spot shows a man playing games against other people he sees in the street.
“Gaming is no longer playing alone in a basement by one person with one machine; it’s all networked,” Mr. Elm said. To reach its core consumer, the company will show the commercials during television programs like “The Simpsons,” “South Park” and “Tosh.0,” the popular Comedy Central show, and during N.B.A and N.C.A.A. basketball games.
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.
From: SHINE GET 64 | #008 the developers have inserted a bunch of mediocre minigames that have you touching or rubbing the screen or rear touch panel in various ways.
we get Uncharted mini game collection but not UnKarted
it s actually kind of silly that some of the people in this topic arent being ironic.
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http://img.imgcake.com/nio/81edpngej.png edwardsdv and swordz9 are basically the comedy heel tag team of this topic, why would people be taking them seriously?
Of course, all of the additions made in Ultimate Marvel vs. Capcom 3 over its MvC3 predecessor are present and accounted for in the Vita version. The game adds in 10 new characters
We're only a few years away from umvc3 complete. That or its sequel, not sure. But that's a ton of money to throw at it that would be better spent in making the system more accessible to people financially.
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From: Raka_Putra | #002 The target audience for the Vita are men in their 20s who play video games eight hours a week or more and own a PlayStation3 console.
Stopped reading there. :(
Also, another nail, etc.
why
targeting a large group of people who are possibly loyal to your brand and counting on them to be your early adopters is not the worst idea in the world. granted, sony marketing is not usually the most effective form of marketing out there, but starting from there -- there being video game enthusiasts with disposable income -- is not cause to bring out dumb internet memes which offer nothing of value
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From: SHINE GET 64 | #001 The target audience for the Vita are men in their 20s who play video games eight hours a week or more and own a PlayStation3 console.
OH YES THAT'S SURE TO BE VERY PROFITABLE
Sometimes I wonder about how the people behind Sony's gamin division ever got into business in the first place.
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Lightning Strikes posted... From: SHINE GET 64 | #001 The target audience for the Vita are men in their 20s who play video games eight hours a week or more and own a PlayStation3 console. OH YES THAT'S SURE TO BE VERY PROFITABLE
Sometimes I wonder about how the people behind Sony's gamin division ever got into business in the first place.
Aiming at the core gaming demographic is a bad idea?
Lightning Strikes posted... From: SHINE GET 64 | #001 The target audience for the Vita are men in their 20s who play video games eight hours a week or more and own a PlayStation3 console. OH YES THAT'S SURE TO BE VERY PROFITABLE
Sometimes I wonder about how the people behind Sony's gamin division ever got into business in the first place.
man you probably just need to stop talking about this stuff
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Every system that targets that specific demographic (or others like it) fails. You need some degree of mass appeal. Yes, you should also appeal to that demographic, but making them your direct target audience, and sinking an unheard of amount of money into marketing towards that audience (who, for that matter, probably already know all about the Vita) doesn't work. I am not saying "don't support the hardcore", I'm saying that the hardcore alone isn't enough. You can appeal to multiple demographics, every current system does.
Aiming solely at the hardcore twenty somethings is a terrible idea that places focus on a transient demographic. This kind of thing pretty much killed the comics industry. I cannot be the only person who sees how insane that is. Thing is, the costs for this thing are going to be huge. And how are Sony going to recoup those costs if they don't hit it out of the park with software sales, which kind of requires a big audience. Hardcore gaming, PS3 owning 20-something males are not a big audience.
Look, Sony's tried this before and it never works. Last year, they released a lot of games targeted at this same audience. The result is, every Sony published title combined doesn't sell as much as Gears of War 3, a title that appeals to both the casuals and the hardcore and cost a fraction of Sony's many games to make. Guess which strategy was the better business plan.
But if someone wants to explain why appealing to a tiny, transient demographic will be good for Sony financially, by all means. Just don't resort to "LOL HOW STUPID" again because I'm not myopic and dared state that maybe hardcore gamers aren't everything in this day and age of massive development costs and diminishing returns on sales.
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Lightning is correct 100%, however that's not the major reason this will fail. It will fail for the same reason the 3DS failed - hardcore gamefly owing nuts like me still didn't want one. I figured the few hundred bucks would be better spent on iPhone games/not looking like a tool in public. But never mind, I'm just a 20-something who loves games, and has a PS3. Forget me.