Sony Launches $250m Campaign to Fight Xbox

21 May 2001

In an effort to counter the forthcoming $500 million launch of Microsoft’s new game console and hype phenomenon Xbox, Sony Computer Entertainment America is preparing a $250m advertising and marketing push for its PlayStation and PlayStation 2 software titles.

At the centre of the campaign will be the PlayStation consoles’ extensive catalog of games, which Sony regards as its trump card against Xbox. New titles set for heavy promotion are Grand Turismo 3, Dark Cloud and Twisted Metal Black, as well as a game involving US Navy Seals which can also be played online.

Handling the campaign is Sony’s agency TBWA/Chiat/Day in Playa Del Rey, San Francisco and Los Angeles. The first ads for the new games are due to break this week, with more slated for July 10.

News source: Advertising Age - Daily Deadline