The magazine that Sony PlayStation wanted to advertise in didn't exist, so it created its own. The magazine, called Pilchard Teeth (an anagram of PS's central brand concept, The Third Place), is a fanzine dedicated to gamers who have grown up with the industry. The title was distributed at exhibition launches, clubs and book, record, clothing and designs stores. Circulation has grown above 50,000 copies and more than 30 enquiries have been made from interested advertisers and agencies.
Title: Sony Ericsson T310 - Sk8 M* CD-Rom
Media agency: Mediaedge:cia Digital
Media director: Tom Johnson
Assistant media planner: Dan Brown
Creative agencies: Outrider, Addictedtotv
Creative director: Ty
Account director: Stefan Bardega
Client: Sony Ericsson
Marketing director: Ben Padley
The launch of the Sony Ericsson T310 involved educating young consumers about the evolution of mobile gaming. A chatroom, a game, a CD-Rom and a skateboarding video were developed to persuade 16- to 24-year-olds that mobile gaming had grown beyond the world of black-and-white dots. The campaign led to brand awareness growth of 28 per cent and a 14 per cent increase in agreement with the statement that "Sony Ericsson provides superior imaging".