Sony isn't scaling back on marketing-"absolutely not"-said a spokesman. The tagline for the new marketing will be "Play Beyond," which is appearing on billboards and in online ads along with the text "11/17" (the date PS3 hits stores).
But it's believed Sony will highlight entertainment value beyond gaming with the PS3 high-definition Blu-ray player, and include HD copies of the Sony Pictures movie "Talladega Nights" with the first 500,000 PS3 consoles.
Online game play and the ability to share downloaded games with friends will be free, so expect Sony to push that. The freebies also could help counter the sticker shock of the $599 PS3 (also available in a stripped-down $499 version) vs. Xbox 360's $399 and $299 versions and the $249 Wii. The U.S. campaign is being prepared by Omnicom's TBWA/Chiat/Day.
Nintendo is expected to push a family-friendly agenda-and its innovative wireless motion-sensitive controller-with marketing that includes young, old, male and female participants from around the world from Publicis Groupe's Leo Burnett Worldwide, Chicago.