Hey everyone, I’m Kim Nguyen, Marketing Manager for PLAYSTATION 3. This is my first post and I’m happy to report that the PS3 brand campaign officially kicks off this week with our online campaign. The first of many banners will appear today and run through December. In a nutshell, the theme of this year’s campaign uses computer animation to model key PS3 iconography in a black onyx world. Phew, yeah, that’s a mouthful. Better yet, why don’t you see it for yourself. This link takes you to the “Blu-ray” banner and is just the beginning with lots more to come. Stay tuned…
Oct 04
2007 PLAYSTATION 3 Brand Campaign Kicks Off
+ Posted by Kim Nguyen // Marketing Manager, PlayStation 3
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- Tagged: blu-ray, inside playstation
- 235 Comments
(Average: 3.33 out of 5)
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101
+ Jeigh on October 4th, 2007 at 7:26 pm said:
@ 97
Have you SEEN the ad?? That thing is frickin’ beautiful! If all ads were that quality I’d subscribe to them!
102
+ Cesar on October 4th, 2007 at 7:31 pm said:
The highes definition comercial is coo i like the black rose,I dint know the blue-ray disk holds 50GB men i just learn something today but dont put Genji in there, the game sucks put Ninja Gaiden Sigma or Heavenly Sword those games are good. those 360 lovers are going to talk bad about the game.
103
+ Ken_Kutaragi on October 4th, 2007 at 7:33 pm said:
@98
The vast majority of sites that I visit have no advertisements at all. This is because either the company/person that runs the site is profitable in and of his/her/itself (heh) and doesn’t need the money, or supports the site through other means.
As for the sites that do have banner ads, that’s what Adblock is for (http://adblockplus.org/en/). The average “casual internet user” isn’t going to be “educated” by these ads, he’s going to ignore them or be repulsed by them depending on his mood and tolerance for animated rollover flash ads with embedded video.
Sony marketing seems like the kid we all knew in elementary or middle school who would act out all the time in increasingly desperate bids for attention but can’t figure out why everyone avoids him or calls him a “spaz.” Acting like we should be impressed because Sony decided that it would be a good idea to assault our eyes with more internet advertising is just the latest stunt. At least Cousin Pete was unintentionally funny.
104
+ Jeigh on October 4th, 2007 at 7:33 pm said:
@ 101
You seem to be seeing it right. There should be text at the top that says Roll over for video. Just roll your pointer over it.
105
+ James41 on October 4th, 2007 at 7:39 pm said:
I get the feeling that some of the commentators feel that the latest marketing efforts by sony will only consist of an online campaign. When I read Kim Nguyen’s post, I didn’t take from it that the new brand campaing will only consist of an online campaign. She surely did not state this to be the case.
I anticipate we may receive additional information in the future about other aspects of the add campaign, but you never know.
I guess everyone will have to stay tuned like Ms. Nguyen stated in her post…
106
+ Stoph00 on October 4th, 2007 at 7:44 pm said:
Hey Ken_Kutaragi, give it a rest will ya? Your obvious attempts at flaming Sony are really pathetic. Do you sit here all day and whine and complain about a roll-over ad? You must have absolutely nothing to do and are so bored with your life that you can’t help but stare at a website all day and bash an ad campaign. In a way I feel really sorry for you, but if you’re 12 then you probably have nothing better to do anyways, so just continue on I guess. Nice life.
107
+ Cameron on October 4th, 2007 at 7:44 pm said:
It’s all about brand placment. We all may be annoyed by banner adds, but the more often joe consumer see it, the more liekly he is to stop and look at a PS3 when h comes across one in Target as he things, “Hey I’ve seen this somewhere before”…
For those who use adblockers, good for you, you’re not the average Joe consumer Sony is targeting. No one that reads this blog is the target of this ad campaign. It’s for the people who don’t read blogs, who still use IE, who still have their homepage set as MSN, who don’t really know what HD is apart from it being “better” than whatever they currently have.
108
+ James41 on October 4th, 2007 at 7:48 pm said:
@ 106
Although i am not a big fan of these types of internet ads, I have to admit that I have opened up a few for products that interest me.
Also, clearly I am not as internet savvy as you, so could you help those like me out and list some of the vast majority of sites that you visit with no advertisements at all. That would be a nice change of pace for me…
109
+ azulx3 on October 4th, 2007 at 7:54 pm said:
hey alright Sony good job with getting the hint that you guys need some more advertisements its a need because all the commercials i see include just the x-box360!
just a technical side note: i hear that panasonic is developing a CD that is able to hold 500 GB using ultraviolet light looks like you guys will be having some competition with your blu-ray only being able to hold 25-50 GB…… just a heads up!
110
+ lakaihigh on October 4th, 2007 at 7:58 pm said:
@ everyone that knows how to find this ad will you tell me where I can see it please… please…
Thank you,
Lh
111
+ alcstarheel on October 4th, 2007 at 8:04 pm said:
Thank you! It’s been too long for this. I’ve seen so many 360 commercials that I know their ding by heart now. Get the PS3 chime out to the public!
112
+ HisMajesty on October 4th, 2007 at 8:05 pm said:
“Hey everyone, I’m Kim Nguyen, Marketing Manager for PLAYSTATION 3.”
So YOU’RE the guy!!! Where to begin? Clearly there are some people at Sony that have a lot to learn about, you know, MARKETING.
I’ll agree with other comments that at least this is something, but, I mean, damn.
113
+ zookey on October 4th, 2007 at 8:12 pm said:
Man people, back off on the negativity–they get around to making changes to everything people complain about (NO GAMES—games come out, PRICE TOO HIGH–rumors state another price drop is coming as soon as tomorrow, NO MARKETING–they start a marketing campaign and allow their hardcore fans a sneak peek)—my goodness if it is that bad go to a different blog or forum or something—like some people said constructive criticism is one thing but this is totally different.
114
+ Stoph00 on October 4th, 2007 at 8:20 pm said:
lakaihigh, click on the work “link” in the blog post. That will take you to the site then roll your mouse over the Heavenly Sword, Uncharted, and BluRay Disk icons to allow three different animations to occur. After you click on the word “link”, if nothing appears on the page then you have ad-blocker on and you must take it off. Hope that helps.
115
+ Chef Skillz on October 4th, 2007 at 8:25 pm said:
The advertisements look fantastic. We need to get this kinds of commercials on TV and all over the internet. Combined with a price drop and good games like Uncharted and Ratchet and Clank, the PS3 should have a pretty good end to 2007.
116
+ zinmaster on October 4th, 2007 at 8:33 pm said:
Don’t forget to tell people that you downscale 720p games to 480p on 480p/1080i HD TVs.
117
+ frito on October 4th, 2007 at 8:38 pm said:
118
+ frito on October 4th, 2007 at 8:40 pm said:
the ad rotates with other advertisers, just refresh till it comes up-
hopefully we will be seeing them plastered all over the web!
119
+ Boxer5353 on October 4th, 2007 at 8:48 pm said:
Well its about damn time that Sony got in gear and started trying to compete with the advirtising lock that Microsoft and Nintendo have on the TV stations and websites. They need to start getting out word about the PS3, and I have been noticing some Heavenly Sword, and Warhawk comercials on TV lately. That is a good sign, but now with the new PSP, they should be bringing back all the old PSP commercials, but revamp them for new games and features. Hell they could even make a PSP/PS3 commercial highlighting Remote Play and other feautures (including Bluray and UMD). Very good start though Sony.
120
+ LAWLZORZ on October 4th, 2007 at 8:48 pm said:
Thank you! The PS3 needs advertisements to show off what it can do!
But yea, its been awhile since I’ve seen a PS3 related advertisement on TV. Hopefully something like this will make it to the TV?
121
+ the_Hedgehog on October 4th, 2007 at 8:51 pm said:
This is hands-down the most creative ad I’ve ever seen! I actually wanted to see what it had to say!
122
+ 2ndPSP on October 4th, 2007 at 9:02 pm said:
YAY for you. Now release the PSP camera in the US. PLEASE
123
+ Hal on October 4th, 2007 at 9:11 pm said:
Looks great guys. Very cool animation. Keep it up.
I’ve got a lot of friends on the fence about the PS3….JUST about to make the jump.
124
+ lakaihigh on October 4th, 2007 at 9:17 pm said:
@ frito – Thanks bro that really helped me out a lot. to everyone else that tried helping me thank you too. I guess I’m too tired to figure out why i can’t see the link anywhere.
@ Kim – Awesome work with the ads. Congrats to your advertising and marketing guys for making such a beautiful ad. I can’t wait to see what else you guys have in store for us. But you should def look into more Television related ads because it took me a minute just to find the ad on the page and I was looking for it. Imagine how many people won’t even see your ads online because peoples eyes naturally stray from the sides of their screens because they already know what is there. I can understand that if people wanted to maybe see ads then they would notice it. But i’ll bet a lot of people won’t see these. Gotta get them in the living room. thats where all the action is. You guys are in tight with Disney. Exploit that to its maximum you will def be amazed by the success of any advertising done one any of Disney television channels.
Well theres my two cents. G’night.
Peace,
Lh
125
+ Kim Nguyen on October 4th, 2007 at 9:41 pm said:
Wow, thanks for all the props. We’re not done yet and like I said, this is just the beginning.
126
+ cmdjunkie on October 4th, 2007 at 9:46 pm said:
simply amazing….i can’t wait!!!!
127
+ gamesblow on October 4th, 2007 at 9:49 pm said:
While you’re kickin’ stuff off… why don’t you kick off a custom game arranger for the Ps3′s xmb? that’d be nice. I’m sick of trudging thru a list of psn games just to get to warhawk.
128
+ DarKaoZ on October 4th, 2007 at 10:00 pm said:
Woah!! Now that banners are badass! Props for the one/ones that came up with the idea, is really original, yet the faces that come out on Heavenly Sword, look a bit creepy, I prefer that the characters appear doing something like in Uncharted one, in which you see Drake in a rope going around the PS3, it looks better.
129
+ JMets84 on October 4th, 2007 at 10:19 pm said:
Yea well its nice to hear that your reaching out to the Playstation community on this matter, but I really expect something huge from Sony this holiday season. You need to create a buzz, by the end of the year, Playstation 3 should be ingrained into the minds of every person on earth with an internet or television. If you do not achieve this goal, I’m sorry but…YOU FAIL!!!!
:)~
Good luck on your campaign, make us ‘loyal’ PS3 users proud.
130
+ JMets84 on October 4th, 2007 at 10:23 pm said:
PS
I’m afraid I’ll never see your online campaign since I have internet ads disable with a plug-in for Firefox…its a better internet exprience for me that way sorry.
131
+ redDragon on October 4th, 2007 at 10:56 pm said:
Good Sony really needs some good ads. Looks like its headed in the right direction.
132
+ Delriach on October 4th, 2007 at 11:23 pm said:
The ad looks pretty awesome. I liked the animation for Drakes Fortune. The heavenly sword one makes me want a PS3 with a face that pops out >_>
133
+ Agriel on October 4th, 2007 at 11:33 pm said:
that is a pretty cool banner, hope this works out and can’t wait to see the new ads
134
+ DarkKnight on October 4th, 2007 at 11:36 pm said:
A+ … GREAT WORK!
135
+ wcc4life1 on October 5th, 2007 at 12:06 am said:
Nice
136
+ jackrabbit75 on October 5th, 2007 at 12:24 am said:
I gotta say, those are the coolest banner ads ever. Definately putting something on the tube as well to showcase it’s strengths are a big plus. You can skip on the Heavenly Sword ads though, since those have been on the small screen for some time now. That TV ad for heavenly Sword though is pretty awesome. The panty shot makes it worth watching every time. :P
137
+ zapruder on October 5th, 2007 at 12:50 am said:
drop soccer as your main advertising hub and aim for some more sophistication over here in Europe.. those hooligan’s had their time and saves a load o’ fifa BS money. Sport games in general are made by EA so let THEM mess around on the field and stop wasting time selling hardware on the pitch. oh and PLEASE give some buzz to PS3 ‘s little baby the PSP Slim&Lite.. the link between the two isn’t clear enough for most people.
138
+ HappySpaceInvdr on October 5th, 2007 at 1:06 am said:
I must be missing something.
All I see when I click that link is A BLANK PAGE with a couple of images down the right-hand side.
139
+ HappySpaceInvdr on October 5th, 2007 at 1:08 am said:
Hmmm…. is it possible that you need to be running Microsoft software in order to view that link you supplied?
Now that would be ironic.
140
+ Bierbeer on October 5th, 2007 at 1:29 am said:
Is campain only for the US market or also for the EU?
Congrats on the nice add from the Netherlands :)
141
+ Shiloa on October 5th, 2007 at 1:55 am said:
That’s a cool advert.
So why have Sony had such rubbish adverts running on TV for so long?
142
+ Zaku on October 5th, 2007 at 2:24 am said:
That ad is awesome. Would love to see it reach over to commercials. Keep up the great work.
143
+ lazedk on October 5th, 2007 at 3:00 am said:
I think the sound should be enabled automatically when you mouse over the banner and also some sounds when the “animation” before the video begins, like a scream in the Heavenly Sword etc.
144
+ AwRy108 on October 5th, 2007 at 5:34 am said:
Finally! It only took ya’ a year, SONY!
145
+ Omega on October 5th, 2007 at 5:36 am said:
This doesn’t seem like it will come off as anything more than another banner ad campaign.
It’s still too much cinema blockbuster garbage and not enough about the gaming experience. Is the PS3 made for me to play games on, or get suckered into BluRay with?
Former, let’s see a broader variety of titles. Latter, forget it. Sony’s formats can be superior in many instances but they never garner wide mainstream adoption.
146
+ azad_champ on October 5th, 2007 at 5:40 am said:
now that’s an impressive ad. I Like when you chose between Uncharted,HS and blu-ray and movies would come up. Really great job!
147
+ afrosheen on October 5th, 2007 at 5:55 am said:
@53: Hahaha…she’s no relation to Tila Tequila/Tila Nguyen. Vietnam just has like 3 last names and Nguyen is one of them.
I should know, I work with 7 Nguyens and none of them are related.
Good job on the ad work. Now if you can figure out how to get around Adblock Plus everyone may see it. ;)
148
+ markstew on October 5th, 2007 at 5:59 am said:
Sony used to have these great and strange European advertisements on TV, it made you wonder what something was and then a couple of second later it’s Ratchet and Clank or something.
149
+ RainerLagStyle on October 5th, 2007 at 6:00 am said:
I don’t agree with the 50 posts declaring that Sony’s TV campaigns suck. On the contrary, MICROSOFT’S suck. It just so happens that they’re using the advertising you’re used to, which is what M$ does best: take an overused idea, twist it to add their product, push marketing with $$$$$. profit.
don’t listen to the haters Sony, I for one have LOVED LOVED LOVED the PS3 commercials, especially the US ones. The European ones, I get, but are very odd and most US consumers wouldn’t like the amount of thinking it requires (see: not much) to understand..but even so, they are cool. Stay different Sony, don’t cave in and fight at M$’s level. You know the proverb.
MOAR WHITE ROOM COMMERCIALZ
150
+ RainerLagStyle on October 5th, 2007 at 6:01 am said:
forgot to add, that banner is nice. So nice. I love that style, seeing it a lot more lately it seems. Keep it up!