MARKETING
CAMPAIGN OF THE WEEK THIS WEEK: THE LAST OF US REMASTERED
[INFO]
Released: August 1st
Formats: PS4
Publisher: Sony
Developer: Naughty Dog
Distributor: CentreSoft
Contact: 0121 625 3388 THE CAMPAIGN
SONY is focusing on the ‘game of a generation’ praise attributed to The Last of Us when pushing the upcoming update of the title. The platform holder is targeting
a broad audience and has put a big spend behind the title’s marketing campaign. Sony has ads on television and video-on-demand services – these will be appearing on ITV, Channel 4 and Sky. It is also targeting a wide audience with outdoor advertising. These include a takeover of London Waterloo and a number of London Underground stations. The platform holder is targeting men through male lifestyle
publications. These include Empire, FHM, Total Film, Stuff , T3, NME, Kerrang, Sport and Shortlist. This will be both digitally and in print. Online, Sony is also pushing
the title over its own PlayStation advertising channels. Ads will be appearing on gaming sites Eurogamer and IGN, as well as portals such as IMDB, YouTube, Amazon, Facebook and Twitter. The game has also been pushed online across PlayStation Access, with team members interviewing members of Naughty Dog. This is in addition to trailers for the game being uploaded to the offi cial PlayStation YouTube account.
IN THEIR OWN WORDS
The Last of Us is the game of a generation,
JOSH WALKER Product Manager, SCEE
winner of over 200 Game of the Year Awards and fi ve BAFTAs. It is now fully realised for the world’s most powerful console. Pre-orders are looking strong and we’re currently hitting our trajectory targets so we expect it to sell well. We’ve had a fantastic start on PlayStation 4 and this will further deliver a reason to buy a PS4. Remastered is also a bit of a fan service to those who loved it and want to replay it on their new console. It was heavily requested by fans all over the Internet. We’ve been careful with our cost price to give value to those buying for a second time.
July 11th 2014 08
www.mcvuk.com
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