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User:X201/PlayStation Marketing

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Marketing

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The PlayStation has been known for several advertising campaigns.

Slogans

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Advertising slogans used for each PlayStation console iteration:

PlayStation
  • "Enos Lives" (The first letter 'E' was printed in red to denote the word, ready. Enos stood for Ready, Ninth of September)[1]
  • "U R Not E" (The letter 'E' was printed in red to denote the word, ready, as in You Are Not Ready)[1]
  • "Live In Your World. Play In Ours."
  • "Do Not Underestimate The Power of PlayStation." (From the S.A.P.S. - Society Against PlayStation — series of adverts)[2]
PSOne
  • "Wherever, Whenever, Forever."[3]
PlayStation 2
  • "The Beginning."[4]
  • "Live In Your World, Play In Ours." (The PlayStation face button icons were used to denote certain letters: Live In Yur Wrld, Ply In urs)[4]
  • "(Welcome to the) Third Place."[4]
  • "Fun, Anyone?"[4]
PlayStation Portable
  • "PSP Hellz Yeah" (PSP-1000 Series)
  • "Dude, Get Your Own..." (PSP-2000 Series)[5]
  • "Everywhere Just Got Better" (PSP-3000 Series and PSPgo)[6]
  • "It's GO Time" (PSPgo)[7]
  • "The Whole World In Your Hands" (UK & Europe Territories)[8]
  • "Step Your Game Up" (US Territory, PSP-3000 Series and PSPgo)[9]
PlayStation 3
  • "The Wait Is Over"
  • "Welcome Chang3" (the number three is used to denote an 'e' and was printed in red)[10]
  • "This is Living."[11]
  • "Play B3yond" (the number three is used to denote an 'e' and was printed in red)[4]
  • "It Only Does Everything" (US Commercials)[12]
  • "The Game Is Just The Start. Start PS3." (UK and EU countries)[13]
  • "Long Live Play"
PlayStation Move
  • "This Changes Everything".[14]
  • "Move Into The Action"[15]
PlayStation Network
  • "Download, Play, Connect."
Playstation Vita
  • "Never Stop Playing."
  • "The World is in Play." (EU only)

Notable advertising campaigns

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It Only Does Everything

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Main article: Kevin Butler (character)

The most notable of recent PlayStation commercials is the series of "It Only Does Everything" commercials featuring a fictional character called Kevin Butler who is a Vice President at PlayStation. These commercials usually advertise the PlayStation 3 and its games through a series of comedic answers to "Dear PlayStation" queries.[12] These commercials garnered popularity among gamers, though its debut commercial received criticism from the Nigerian government due to a reference to the common 419 scams originating in Nigeria. Sony issued an apology and a new version of the advert with the offending line changed was produced.[16]

A spin-off of the campaign has been created for the PlayStation Portable which features similar campaign commercials called the "Step Your Game Up" campaign featuring a fictional teenage character named Marcus Rivers acting in a similar fashion to Kevin Butler but answering the "Dear PlayStation" queries about the PSP.[9]

Netherlands Ceramic White PSP Commercials

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In July 2006, an advertising campaign in the Netherlands was released in which a Caucasian model dressed entirely in white and a black model dressed entirely in black was used to compare Sony's new Ceramic White PSP and the original Piano Black PSP. This series of ads depicted both models fighting with each other[17] and drew criticism from the media for being racist, though Sony maintains that the ad did not feature any racist message.[18]

All I want for Xmas is a PSP

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In November 2006, a marketing company employed by Sony's American division created a website entitled "All I want for Xmas is a PSP", designed to promote the PSP virally. The site contained a blog which was purportedly written by "Charlie", a teenage boy attempting to get his friend Jeremy's parents to buy him a PSP, and providing a "music video" of either Charlie or Jeremy "rapping" about the PSP. Visitors to the website quickly recognized that the website was registered to a marketing company, exposing the campaign on sites such as YouTube and digg. Sony was forced to admit that the site was in fact a marketing campaign and in an interview with next-gen.biz, Sony admitted that the idea was "poorly executed".[19]

References

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  1. ^ a b Edge Staff (April 24, 2009). "The Making Of: PlayStation". Edge Online. Edge Magazine. Retrieved June 30, 2010. [dead link]
  2. ^ Mike Fahey (November 24, 2009). "A Holiday Message From The Society Against PlayStation". Kotaku. Retrieved July 5, 2010.
  3. ^ "Sony Computer Entertainment America introduces the PSone and LCD Screen". Retrieved July 5, 2010.
  4. ^ a b c d e Majed Athab (June 10, 2008). "Don't Underestimate the Power of PlayStation: 10 best ads". Joystiq. Retrieved July 5, 2010.
  5. ^ Andrew Yoon (May 2, 2007). "Dude, Get Your Own campaign expands to television". Joystiq. Retrieved July 5, 2010.
  6. ^ Andrew Yoon (December 3, 2008). "Urban PSP campaign moves online". Joystiq. Retrieved July 5, 2010.
  7. ^ John Koller (September 28, 2009). "It's GO Time: PSPgo Available October 1st". PlayStation Blog. Retrieved July 5, 2010.
  8. ^ Andrew Yoon (November 12, 2008). "Put the whole world in your hands in new PSP ad". Joystiq. Retrieved July 5, 2010.
  9. ^ a b Lee C Kovacs (2010-05-24). "Marcus Rivers Is Kevin Butler for PSP". TheSixthAxis. Retrieved 2010-06-16.
  10. ^ Fran Mirabella III (May 15, 2005). "Pre-E3 2005: PlayStation 3 to Change E3?". IGN. Retrieved July 5, 2010.
  11. ^ Majed Athab (May 30, 2008). "This is Advertising: Top 10 worst PlayStation ads, part 3". Joystiq. Retrieved July 5, 2010.
  12. ^ a b "A First Look At Two of The PS3's Newer, Funnier Ads". Kotaku. August 27, 2009. Retrieved February 9, 2010.
  13. ^ Sony Computer Entertainment UK (August 26, 2009). "The Game Is Just The Start with PS3". PlayStation.com UK. Sony Computer Entertainment. Retrieved July 5, 2010.
  14. ^ Zak Islam (June 12, 2010). "PlayStation Move Slogan Possibly Outed". PlayStation LifeStyle. Retrieved June 30, 2010.
  15. ^ Brian Crecente (September 1, 2010). "Eyes Deep In the Magical Playstation Move Dox". Kotaku. Retrieved August 31, 2010.
  16. ^ "Sony apologizes, changes PS3 ad after Nigerian backlash". Quickjump Network. September 12, 2009. Retrieved 2009-12-20.
  17. ^ Christopher Grant (July 4, 2006). "Sony's racially charged PSP ad". Joystiq. Retrieved 2006-07-07.
  18. ^ Keith Stuart (July 5, 2006). "Sony ad causes white riot". The Guardian. Retrieved 2006-07-06.
  19. ^ Staff (December 13, 2006). "Sony: PSP Viral Campaign 'Poorly Executed'". Edge. Retrieved 2006-13-16. {{cite news}}: Check date values in: |accessdate= (help); Italic or bold markup not allowed in: |publisher= (help)
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