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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.,
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