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Tag: PS3

March 19, 2010

Sony’s Funny, Fruitful PS3 Marketing

A few months ago I noticed that Sony made a shift to a more light-hearted marketing campaign in an effort to move consoles. Utilizing fictional, ever-changing VP of Something Kevin Butler as their helmsman, the Sony onslaught of marketing since their $299 price drop has been funny, down-to-earth, and most of all, gotten results. Overall perception of the PS3 and its slimmer, sexier look has been positive, and the console has now, in my opinion, caught up to the Wii and 360 as a competitor in the overall sales market.

You have to give credit to Sony marketing for creating such a memorable and interesting campaign. I’ll have a few video links below for your perusal, but the gist of the matter is that Sony is trying to get in tune with the average, regular gamer. This is a gamer that isn’t always fooled by shiny, over-the-top dramatics, such as the oddity of a crying doll that graced our TV’s from Sony a while back. They’re also a gamer that has a tinge of sarcasm, a bit of the funny, and simple, practical needs. With the “Dear Playstation” ads and the latest video about the upcoming PS3 motion control, Move, Sony’s taken a a tack to address the masses at their level, while creating a sales pitch that is smart and strategic. Having a central figure like “Kevin Butler” helps too – a combination of stereotypical clueless CEO and sharp wit – helps with this as well. The wink to the TV as Butler subtly jabs at motion control competition from the Wii and 360 is seen as mildly asshole-ish, but still charming.

Honestly, the results speak for themselves. The days of the PS3 being viewed as the oversized, overpriced joke of the console wars appear to be behind them, and even though there are some issues – like the massive borking of non-slim PS3s a while back and the lackluster PSP Go sales – Sony’s on its way up. If you don’t believe me, just check out the stuff below. I think you’ll lol at least once. Don’t forget to follow the hapless, yet confident Kevin Butler on Twitter if you’re into that.

November 3, 2009

The New Comedic PS3

PS3not299Lately, the console wars haven’t quite been as fiercely competitive as in recent years. Pete from Dragonchasers sort of touches on this by talking about lack of exclusivity, but more than that, it seems the folks with the purse strings over at the three major companies are seeing that price probably talks a bit more than games (though they come in a very close second). But besides that, there’s something to be said about advertising that isn’t more of the same.

So it is that Sony appears to be launching a bit of a tongue-in-cheek, funny ad campaign in an attempt to move consoles. Where before Sony attempted to wow its potential customers with its high tech and hardware powerhousing, these days the features have taken a secondary seat to presenting the PS3 in a funnier light. The image from this entry is of a commercial highlighting the price drop on the PS3, where Sony makes fun of themselves for their constant denial about what everyone knew was an inevitable price change to stay competitive. Another commercial talks about a frustrated girlfriend that consults Sony’s VP of “Enough is Enough” because her man hasn’t hooked up the PS3 to the Internet yet, poking at another weakness that Sony has tried to downplay in the past (i.e. XBox Live being better than the Playstation Network).

I do have to say that going comedic can only really help the PS3. People remember funny, and even cheesy, more than they do serious sales. There’s a time and a place for serious sales, but when you’re trying to sell a product that has seemed a bit too pricey and bulky (two issues Sony has solved with a $299 price point and the new PS3 Slim), you need to make your ads memorable. And creating commercials where you don’t take yourselves seriously translate a little into when people are making buying decisions.

I can tell you this – I remember the two comedy commercials for the PS3 vividly, but ask me about how PS3′s Little Big Planet was marketed and I have no idea what they did. It just goes to show that Sony’s ad direction reflects a new strategy for not just their consoles – but of everything (check this funny Peyton Manning/Justin Timberlake commercial about their other products, for example). I think it’ll eventually pan out – especially in the course of the holidays, where console decisions could be made not just in the store, but on your TV screen. I’m looking forward to more funny PS3 ads.

June 3, 2009

At E3 2009, All is Forgiven (Almost)

“Can You Forgive Her?” cover
Image via Wikipedia

Thanks to Kelly of Unenlightened English (go there now to get rid of those “l33t word tendenciez” you have in your writing) for the link to today’s Penny Arcade comic about E3 2009, which provides me with a good jumping off point for today’s awesomely positive pick-me-up for all you geeky cynics out there.

It’s no surprise that the big 3 developers all had some “mea culpa” to own up to with regards to their presentations last year. While to be sure you had some groan-inducing moments from this year’s offerings, you can’t help but be glad that everyone managed to come back at us with something that was an improvement. Let’s take a look at how the big boys took it a step up:

Microsoft was criticized last year for a completely unnecessary portion of their presentation where they had a random C-list pop star no one had heard of, and a “You’re in the Movies” segment that appealed to perhaps people that had not hit puberty or were beyond menopause, with no inbetween love to be seen.

This year, the media offerings were kept brief, and they were presented by a familiar face to many love-struck male geeks out there, Felicia Day. Aside from that, Microsoft eschewed trailers for actual gameplay, which was a great boon to those hungry for details and not for CGI. Microsoft also built on a discovered strength of their presentations, yoinking the carpet out from under its competition. With the first gameplay of Final Fantasy XIII and Hideo Kojima coming out for them first to talk about his new projects, not to mention all of Project Natal, Microsoft thumbed their noses at the competition in the most classiest way possible (although I bet even if it was wrong, you laughed at the “this isn’t some pre-programmed waggle controls” comment).

Sony anchored last year’s E3 with a performance that could only be described as a near-beggar’s plea. Reeling from Microsoft’s coup of Final Fantasy to the XBox, Sony could only offer a teaser for God of War III, a mild hardware presentation with a price point on a new PS3 model with no backwards compatibility, and no actual displays of exclusives which pushed the hardware. 

Sony’s last man out performance this year was a huge improvement. Not only was there a trailer for God of War III, it had in-game footage, and stabbing a chimera with its own horn never looked so cool. There was Uncharted 2 as well, and a live demo of MAG, teased last year but shown this year in all its 256-player glory. Sony’s counterargument was “we can deliver the future of games now”, and they did that in spades, showing off things with the hardware the other systems could only dream of achieving. Speaking of hardware, as opposed to last year’s “we have more bundles” yawner, we got great (and badly kept secret) news about the PSP – Hannah Montana bundles were coming. Oh, and they have a brand new model that is smaller, sleeker, has more space, has more features, and will be getting huge franchises (GT and MGS) to boost its appeal. 

Nintendo probably had the absolute most ragged-on E3 presentation ever coming out of last year. From unnecessarily peppy and irrelevant Cammie Dunaway’s mood in the presentation, to Reggie Fils-Aime’s arrogantly presented sales charts and numbers, the response to critics appeared to be “the sales show we’re doing something right, screw you core gamers”. The worst of the criticism came from the end, an awful “last but not least” presentation of Wii Music, featuring a drummer with a fake name who couldn’t drum and a Miyamoto-led band that stumbled through campy waggle-playing of the Mario tune.

That being said, Nintendo could have gone nowhere but up, and go up they did. You notice that the stats were kept simple, and a new, “just the facts, ma’am”, “serious business” Cammie Dunaway came out swinging (maybe she read all the feedback she got last year just before walking out, just to fire herself up).  Though still sticking to their guns about their direction towards casual gamers, they weren’t nearly as condescending about it as last year. And as for core gamers? Well, who better to trot out to give them some love than the iconic Mario, who is now coming to not one, not two, but three new games for the Wii and DS. Wii Sports Resort was relegated to the middle of the pack to help pace things, the Wii Vitality Sensor oddity was kept brief, and the anchor of the presentation was miles better than last year. Ending your presentation via a surprise collaboration with a proven success (in Team Ninja) on one of your most storied and loved core franchises (Metroid)? Well played, Nintendo, well played.

So no matter what negative press you see about this year’s pressers, there’s always a silver lining, and looking back at last year’s offerings, let’s be honest – it could have been just as bad, if not worse. Count your E3 blessings.

For all the dirty details, you can certainly drop off to our posts on Sony, Nintendo, and Microsoft, with all the half-glass full commentary on the upcoming gaming goodness for the next year.

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