Vita to have “the largest platform launch in terms of marketing investment” totalling $50 million – Koller

Posted By | On 13th, Feb. 2012 Under News | Follow This Author @KartikMdgl


People may be wondering what is Sony upto when it comes to Vita’s marketing efforts. They’ve recently released this ad which makes no sense at all – but what is interesting is that we finally know the marketing budget for Vita through Jon Koller, who is the senior director for PS hand-held consoles.

Vita’s launch will coincide with “the largest platform launch in terms of marketing investment we’ve ever had,” he said. After pegging the total cost at $50 million.

The theme of the campaign will be “Never Stop Playing”, something like the PS3 Slim had, “It only does everything” and we all know it worked.

The company will be targeting Twitter because that’s all the latest rage right now, isn’t it? They will be buying promoted posts and using hashtags that direct people to the official Vita PlayStation website.

TV shows – “The Simpsons,”  and “Tosh.0,” the popular Comedy Central show, and during N.B.A and N.C.A.A. basketball games.

Online media – 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.

Thanks for sending this in, John!

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