During the E3 convention held this year, PS3 machines were shown behind a glass display case. This was as close as anyone could get to a prototype console. While game demos were offered for the PS3 platform, the game consoles were safely hidden behind the demo panels and could not be seen.
Sony is about to change all of this stealth marketing by with its announcement that it intends to flood the market with PS3 demo kiosks. Sony is investing an incredible $30 million in the campaign and will offer 15,000 PS3 consoles at selected locations in the United States and Canada for demonstration. This five times as many demo stations as Sony put out for the kick-off of their PS2. The PS3s will be installed this winter, in preparation for the busy holiday shopping season.
Sony co-COO Jack Tretton told Bloomberg, "Once the consumers get their hands on a PS3 and understand what’s under the hood, I think price will not be a factor in the decision-making process.”
The key in Tretton,s comment, and Sony’s strategy, is getting the public to “understand.” The Sony marketing team has had a difficult time in convincing the general public that the premium price of their machine equates to added value.
Sony recently appointed a new PR guru, David Karraker, to shape their interactive entertainment message in the critical PS3 pre-launch weeks. Karraker was described by Sony’s marketing VP Peter Dille as having "the ideal blend of videogame, large consumer brand and retail experience to help us meet our goals with the PlayStation brand. SCEA’s communications team will play a key role in the successful launch of the PlayStation 3, focusing on driving not only consumer demand, but also retailer excitement and synergies across the Sony family of companies."
Karraker took over the public relations position, formerly held by Molly Smith, after she resigned. Industry watchers speculate that the reason for her departure was connected to the ineffectiveness of the PS3 campaign in the period surrounding the Electronic Entertainment Expo.
