Speaking exclusively to MCV, the software and hardware giant said it believed it had the wide range of titles needed to target each corner of the market, and that cinema advertising was the ideal way to convey that message to consumers.
“The main thrust of our advertising this Christmas season will be in cinema,” revealed SCEE UK marketing manager Adam Boita.
“All our key IPs this year are being backed by major campaigns. Our cinema silver spot ties all the IP activity together and was kick-started with Buzz! Quiz TV on September 19th. It will be running until the end of December, taking in MotorStorm Pacific Rift, LittleBigPlanet, Resistance 2 and SingStar.”
Boita said the Q4 period may be crowded, but stressed that Sony will back it products with marketing muscle:
“This Christmas is no different from any other. The schedule is packed and consumers will have more choice than ever. Retailers will be under pressure and our spend will ensure we are competitive in terms of share of voice. “We’re confident consumers will vote with their wallets.”
SCEE also revealed that bundles will form a crucial part in the Sony package for the run up to Christmas:
“Key bundles will always play a vital part in pushing hardware and we have some great first-party bundles lined up and others with key third-party partners that we are yet to announce,” added Boita.