Sony is launching two extensive direct mail campaigns next week for
its new PlayStation games Medievil 2 and Syphon Filter 2.
The ads were created by Claydon Heeley Jones Mason and will be sent to
members of the PlayStation database.
The push is thought to be Sony’s effort to keep its users interested in
the brand and ensure they don’t migrate towards rival brands before the
PlayStation 2 launches.
The mailing for Medievil 2 contains a facsimile of a Victorian
The news stories refer to events that happen in the game, including
’hideous murders’ and ’resurrecting evil forces.’
The mailing was written by Ashling Geh and art directed by Suzanne
The Syphon Filter 2 mailing, written by Nico Tatarowicz and art directed
by Chris Felstead, is themed around the eponymous deadly virus. The
mailing puts the recipient in a secret agent’s shoes by making them
think they have received a virus card from an FBI-type organisation. An
enclosed square of red plastic when held over one of the images reveals
the Play-Station symbols.