Feb 13, 2012

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Sony Drops $50 million on PS Vita Marketing Campaign

Sony Drops $50 million on PS Vita Marketing Campaign

With the upcoming release of the Playstation Vita (Feb. 15th for the 1st edition and Feb.22 for Wifi and 3G models), Sony is looking to launch its new handheld alongside the company’s biggest marketing campaign. The New York Times released a report which reveals that Sony invested $50 million to market the Vita, which is, according to Sony’s John Koller, “the largest platform launch in terms of marketing investment we’ve (Sony) ever had.”

According to the Times report, Sony has been working with Deutsch, a marketing firm that has worked with companies like Volkswagen, Dr. Pepper, and Snapple. The new Sony campaign will feature the theme “Never Stop Playing” and will be seen on websites like Facebook, Youtube, and Twitter, as well as on television , during The Simpsons, South Park, Tosh.O, and NBA and NCAA basketball games. Sony will also promote the Vita on Sirius XM radio and on billboards in major U.S. cities.

Do you think Sony’s marketing campaign will translate into a succesful hardware launch? Sound off in the comments section below.