PlayStation’s £2m marketing Move

PlayStation Move’s second Christmas is backed by a 2m marketing blitz.

Sony is promoting seven new PlayStation 3 releases out this month that are compatible with the first-party motion accessory.

We’re using a two-tiered marketing approach for the PlayStation Move activity this year to engage the consumer and make Move and its software must-haves for 2011,” SCE UK’s Moveproduct manager John Aikins told MCV.

The hero tier focuses on genre-defining titles that enable the consumer to exploit the full functionality of Move, including DanceStar Party, Medieval Moves and EyePet and Friends. We have TV sponsorship spots around Nickelodeon and Disney XD. You’ll also see EyePet and Friends and Medieval Moves cinema ads against some of the biggest family movies this Christmas.

Our range tier activity includes Start the Party: Save the World, Move Fitness, Move Mind Bender, AfterHours Athletes and Carnival Island. You’ll see this software advertised around TV shows such as the The X Factor, Family Fortunes, Coronation Street and TV Burp.

The online activity is split up into three segments – mothers, mainstream and motion control consumers.”

EyePet & Friends and Move Mind Benders are released on November 11th, with Start the Party: Save the World, Medieval Moves and Carnival Island are due one week later on November 18th. AfterHours Athletes and Move Fitness will hit shelves on November 25th. DanceStar Party is on sale now.

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