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Industry: Email Alert RSS FeedPlayStation 2 blitz is only beginning ; Ad effort seeks to preempt Microsoft's X-Box challenge.(marketing plan)(Brief Article)
Advertising Age, October, 2000 by Elkin, Tobi
With the launch of its PlayStation 2 videogame console looming, Sony Computer Entertainment America is looking beyond a fourth quarter sales spurt to entrench the next-generation system before Microsoft Corp.'s X-Box enters the fray.
A provocative TV spot that breaks Oct. 23, via TBWA/Chiat/Day, San Francisco, sets the stage for the upcoming battle. It also marks the beginning of a $150 million, multimedia marketing blitz being unleashed even as Sony deals with the complex challenge of how to excite consumer demand while managing a potential holiday-season product shortage.
"What is key about the PlayStation 2 is that it is not a fourth-quarter 2000 play. It is the beginning of what should be a five-year cycle," said Edward Williams, senior VP-research...
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