Sony ditches TV to launch PS3 digitally

Sony PlayStation is scrapping the all-encompassing brand TV format which it is famous for, and, instead, will launch its PS3 using a heavily weighted digital strategy comprising 43 different pieces of content.

The campaign features six individuals, including a tattooed Russian mercenary, a host of a defunct quiz show and a South American footballer, who all live in a hotel.

In the run-up to the launch on 23 March, there will be a 60-second unbranded cinema trailer and virals. Thirty-second spots will feature on 4OD and Sky, culminating in a six-minute film in May, which will be a DVD covermount on a series of independent titles, including Little White Lies.

Darren Carter, the vice- president of brand marketing for Sony Computer Entertainment, said: "Our core audience has changed. They want to discover and interact with content, rather than be advertised to by traditional media."

Sony PlayStation has used TBWA\London as its pan- European agency since 1993.

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