LOS ANGELES Sony's latest campaign for the PlayStation Portable takes an unlikely turn with the launch of interactive advertising (on marthastewart.com) that targets 35-60-year-old female gift givers, rather than the PSP's 18-34-year-old core audience.
The tagline is "Sugarplums aren't the only things dancing in their heads."
The effort is "fairly unique for us," said John Koller, the client's senior marketing manager. (The work will also run on AOL's Parenting channel, parenting.com and shopping.com.)
Omnicom Group's TBWA\Chiat\Day in Playa del Rey, Calif., handles the business.
Sony is simultaneously launching a promotional program allowing consumers to bring memory sticks or PSPs to more than 6,000 retail stores nationwide to download game demos and online coupons. Sony will swap the content every eight weeks, and retailers can customize the material to promote specific titles.
Outdoor iterations includes video billboards in the shape of giant PSPs in New York and Las Vegas.
Already on air are a pair of 30-second TV spots tagged "Find me." They tell the story of a young man searching for a young woman via clues left in a Sony memory stick on his pillow. The spots contain references to the Sony movie Spider-Man 2 and demonstrate the PSP's ability to play games, music and videos.
In December, the spots will be combined into one 60-second commercial that tells the same tale with some variations in the storyline. "We wanted to evolve the campaign to a more united approach," said Koller.
Overall, the work is "designed to be more organic" than past PSP efforts, which have focused on zany teen-targeted animation, especially since "the PSP is now being used as something more functional" than a simple gaming system, he said.