Sony Runs Onyx Holiday Campaign for PS3

Video game systems are a hot ticket item for holiday gifts. As the third-runner among the three console makers, Sony Computer Entertainment America went to the opposite end of the spectrum from last year’s “White Room” campaign where the console interacted with objects in a sterile environment. The new ads use the onyx-like PlayStation 3 as a stage to highlight the system’s entertainment.

“The concept for this year’s brand campaign takes advantage of everything that the PS3 offers and uses ‘visually provoking’ animation to convey these features. Both the online and TV campaigns use computer animation to morph objects out of the PS3 to create the visual language that the PS3 is an entertainment powerhouse,” said Kim Nguyen, Sony’s marketing manager for the PlayStation 3.

Ad include expandable units from Eyeblaster, with interactive elements. The initial unit, “Blu-Ray” focuses on the PS3’s ability to play Blu-ray, high definition DVDs. When expanded, it shows the console morph into cinematic images before it creates individual screens. Consumers then click on each screen to view clips from movies and gameplay.

A second unit, “40GB Introduction” similarly starts with the console with images emerging through an oil-like surface, then shows footage from “Spider-Man.”

The online component of the campaign initially launched early last month, with new ad units appearing with the launch of the bundled 40GB system with the “Spider-Man” three movie pack, which hit retail stores on November 2. The TV campaign also commenced the first weekend in November, with similar creative. The campaign was staged to capture holiday, and coordinate with product releases.

“We have a lot to say and we felt it was important to get our message out as soon as possible. However, for TV, we wanted to sync up with the launch of the new 40GB model launching on November 2, so we decided to let online run first and use the opportunity to educate,” said Nguyen.

Sony wouldn’t disclose how much was spent on the campaign, but said it expects to receive over 160 million impressions throughout the course of the online campaign spanning from October through the end of December.

TBWAChiatDay was the creative agency, and OMD managed the media buy. Banners will run on over 20 Web sites in the gaming, sports, music, entertainment, lifestyle, technology, and emerging media channels. Sites include IGN, 1UP, Gamefly, GameSpot, IMDB, Complex, PlayStation Underground, ESPN, Military, Dark Horizons, GameTrailers, and UGO.

Still to come is the launch of the PlayStation Network ad unit on November 21. Creative featuring third-party titles developed and licensed by other publishers for the Sony system, which will go live just two days later.