Pop-up shops, Land Rovers and mass midnight openings will greet the arrival of PlayStation Vita next week.
Sony has drawn up its biggest hardware campaign to date, encompassing everything from print and TV ads to sampling venues.
It all kicks off today (Friday, February 17th) with the World Is In Play TV?ad, which will air around Vita's launch on February 22nd. You can watch the ad by clicking here.
A similar two-minute ad, entitled My World In Play, stars UK band Rizzle Kicks and will appear online and on MTV and music channels.
Sony is working closely with a West End retailer to launch a pop-up sampling store. Other retail locations will be visited by the PS Vita Mobile Team, who will teach consumers about the device's different functions. The Team will travel the country in Vita-branded Land Rovers.
High Street retailers will be able to kit out their stores with a wide range of POS materials. There is also a training guide available for store staff: a Vita-shaped lanyard running through the key functions and titles.
We've worked tirelessly to make sure this is the broadest, most integrated hardware campaign we've undertaken at SCE UK,” VP Fergal Gara told MCV.
VITA ROOMS HEADS TO LONDON
Following successful events in Manchester and Glasgow, the Vita Rooms sampling tour arrives in London today (Friday, February 17th). The Oxford Street venue will be open until launch day and will host a series of special events throughout the week. This will include FIFA competitions and special performances by UK artists Wileyand Tinchy Stryder.
GAME'S MIDNIGHT LAUNCH
Sony has teamed up with GAME Oxford Street, where eager consumers will receive Vita goodie bags and a ticket to the launch party held at the nearby London Vita Rooms. The first 100 people to buy Vita will also get PSN vouchers and there will be a special prize for the first person in the queue. The PS Vita Mobile Team will be on hand to let customers try out Vita as they queue.
VODAFONE OFFERS FREE WIPEOUT
As exclusive 3G provider for Vita in the UK, Vodafone has a special offer. Consumers that buy the PlayStation Vita 3G will receive a free copy of WipEout 2048 when they pick up a 5 top-up.The mobile phone firm is also extending its Buyback offer, allowing customers to trade in old handsetsor gaming handhelds against their Vita 3G.