When the PSP launched, Sony made a great deal of noise about it being a multimedia device and whatnot – something Ryan admits wasn’t very clear to gamers.
“I think we’ve realised that perhaps ended up confusing consumers, and they weren’t quite sure what the device was really all about. So this time the Vita does all of that stuff that we talked about on PSP, and it does it a lot better.”
“We’ve been a lot more single minded and much more focused in our positioning of Vita. We’re saying that this is primarily a gaming device. It has been developed from the ground up as a gaming device. What it does best is play games.”
It’s not really all that surprising that consumers were confused about the PSP. Sony has a history of doing the weirdest things when it comes to marketing their gaming systems – and if the first Japanese commercial for the PS Vita is anything to go by – it looks like Sony have yet to fire their old marketing department.
If you’re not sure where that’s coming from, let’s listen in on Sony’s marketing team as they run through the pitches for some of Sony’s biggest marketing blunders – and we weigh in how facepalm-worthy they are.
Can I play with it?
The pitch: “Hey, Jim, you know what’s funny? Some dude checking your junk out at the urinal – let’s play on that concept because it’s not at all creepy and will show gamers that the PSP is so fun you’ll piss yourself!”
The pitch: “Hey, Jim, you know what really sells consoles? Two words, buddy – Creepy. Babies. Picture it: we put a baby in a room with just a PS3, and then we summon Satan to possess it! Instant sales!”
The pitch: “Hey, Jim, so Sony are bringing out a new white PSP console and they want it to appear better than the old black one. I have the perfect way to sell that idea, buddy! White people! They’re better than black people, right? Work this gold!”
Selling: PS Brand
The pitch: “Jim! Hey, Jim! I just realised something: the Playstation…it’s like Jesus! You see, the similarities are endless – both the Playstation and Jesus, like, perform miracles and stuff. Jim, where are you going?”
The pitch: “I’ve got it Jim – the only way we’re going to sell this thing is to appeal to every fetish known to mankind. You get me? I’m talking orgies! Panty sniffing! Full adult birt- what do you mean it has nothing to do with gaming? Why does that matter?”
The dodgy digit
The pitch: “So, Jim, my latest idea is this: you’re paging through Playboy, right? And you come across as Playstation ad – it’s this dude and he’s sitting there, naked, right? And you look down, and we’ve put a THUMB where his pe- Jim, what are you doing? Put the scissors down, Jim, you’re scaring me here buddy JIM NO DON-”Forum discussion