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Vita to get $50 million marketing budget, first EU ad shown

John Koller, the senior director for PlayStation hand-held consoles, has been speaking to the New York times regarding the PS Vita’s target audience and its marketing budget, while Sony Europe has revealed the first fruits of its advertising labour.

Koller revealed to the NY Times that the company is planning to target its console at “men in their 20s who play video games eight hours a week or more and own a PlayStation3 console.”

This may be easier said that done, what with most people this aged being glued to their smartphones.

Something which may help this however is Sony’s marketing budget, which Koller claims will see “the largest platform launch in terms of marketing investment we’ve ever had.” That budget is an impressive $50 million.

As part of this budget Sony America worked with Deutsch, to create the campaign that includes television commercials, billboards, retail partnerships, digital banner ads and a presence in social media.

We have no idea what Sony US will do in terms of ads, but we can get a rough idea what Sony Europe is up to thanks to the first ad shown below.


Edited On 13 Feb, 2012

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