Client – Sony / PS3
Project – Introducing Cross Platform Play PLUS
Purpose – To promote the ability to play games online on different Sony and Sony licensed hardware platforms
Target Audience – Males 15-30.
Casual to hardcore gamers with disposable incomes. Owners of both home and mobile consoles. Early adapters – those most interested in new technology. The audience does vary with females of the same age demographic. Targeting may reach males/females in the 8-14 demographic.
Competitors – XBOX360, Nintendo Wii U and 3DS.
Both are capable of providing consumers with gaming experiences. XBOX360 has only a home based console and has no mobile platform. Nintendo markets both home and mobile platforms, but doesn’t incorporate games that can cross their hardware.
Product Features and Benefits – Cross Platform Play PLUS.
PS3 has always provided the ability for a user to play a mulitplayer game online and via wifi through their products. The introduction of Cross Platform Play enabled the user to play a game on the PS3 and transfer that game on their PSVita. Whats great and unique about Cross Platform Play PLUS (CP3) is now the user can not only switch between different platforms, but you can also challenge gamers from different Sony licensed hardware consoles. This includes select PC’s such as Apple Macintosh and new game consoles such as OUYA and Gamestick.
This also allows for developers to create universal coding that transfers consistently throughout these multiplatforms. No longer will you have a gaming experience that looks or plays differently on separate consoles. Another unique feature added to Cross Platform Play PLUS is our mulitplatform save feature. This allows for a gamer to save a game in a variety of ways. Now you can use the cloud, USB drives and your smartphone to save and store your position in a game. You can then transfer that save to any Sony platform or Sony licensed hardware. This is also extended to online play. You can now pause, save and then reconnect a game with another online player at anytime or anywhere.
Tone – Fluid with lots of movement and interactive. Fun and playful. Slightly aggressive.
AD Placement – Primetime TV – (from 7-10pm) Between action and comedy shows. Online – Yahoo, BING and AOL. Animated banners and video. YouTube and Hulu as commercial previews. Also attached to websites with music, fashion and technology themes
PS3 AD
Scene opens with a split screen. Two guys are playing videogames. Guy#1 is on the PS3 while guy #2 is on the OUYA. Guy #2 is scrambling around trying to get dressed. They are communicating with each other via bluetooth. Both are hurling playful trash talk until guy #2 starts winning. Guy #1 says ” Hey! Isn’t it time for you to go?” Guy #2 says “Yeah…. im still getting ready.” Guy #2 says ” Hold on a sec.” and grabs for his PSVita. Close ups are seen of the PSVita beginning the game transfer. The game transfers to his PSVita and then he unpauses the game to continue to play. Guy #1, seeing that he’s losing says ” I don’t wanna make you late.” Guy #2 says ” You trying to get me to quit? Nah man…. Not while im giving you the business.” Both continue to trash talk while scenes of Cross Platform Play PLUS are viewed. Guy #2 is playing the PSVita and walking to the bus stop. Angry about losing, Guy #1 says ” I gotta go.” Guy #2 says ” Ohh …..now you had enough?” Guy #1 says ” Nah… We’ll just finish this later. I’ve got something to do.” Guy #2 says ” Alright…….. loser. Meet me at my place later.” Guy #1 syncs his smartphone to the PS3 to save the game.
Narrator says – Cross Platform Play PLUS…. Not only can you challenge gamers on Sony licensed hardware… you can now save your game in the cloud, on USB drives and on your smartphone. Off or online play. Live to play. Play to live
Tag line – Long Live Play ( Playstation)
