AIS lands digital business for Vita

Sony Computer Entertainment has appointed Archibald Ingall Stretton to handle the digital account for its PlayStation Vita console.

PlayStation Vita: Sony has picked Archibald Ingall Stretton to handle digital activity
PlayStation Vita: Sony has picked Archibald Ingall Stretton to handle digital activity

AIS won the business after a pitch against The Collective and the French agency BeBoc.

Its remit will include digital and social media activity after the recent launch of the Vita and a number of game releases. There will be a year-long campaign that will be translated into 26 languages and include a virtual character called "Victor Ludus".

AIS joins a roster that includes 180 Amsterdam, Adam & Eve, Drum, Iris Worldwide and TBWA\London.

Above-the-line advertising for the European launch of Vita kicked off this month.

An online film, created by Drum, stars the hip-hop act Rizzle Kicks. Meanwhile, a TV spot by 180 Amsterdam features five gamers who appear to be involved in everyday activities, but have in fact been transported to a corresponding game world through playing the Vita.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).