PlayStation2 gets a $1 million sweeps this holiday season, its biggest-ever push for hardware sales.
Sony Computer Entertainment America runs PlayStation’s Million Reasons to Play PlayStation2 Combo Pack $1 Million Giveaway. Consumers who buy the $199 PlayStation2 Combo Pack use their system’s serial number as a game piece. Players enter serial numbers online at www.us.playstation.com through Jan. 16. A random winner is chosen on Jan. 26. (The Web site also gives details on how to enter without purchase.)
Radio support breaks in 11 markets on Nov. 24 and runs through Dec. 23. Online ads and heavy P-O-P in 20,000 retail outlets support. Sony handles the promo in-house.
The sweeps dovetails with Foster City, CA-based Sony’s biggest-ever holiday ad blitz for PlayStation2. Ads targeting gift-givers and kids broke this month via TV, cinema (1,800 theaters), print, outdoor and online. The campaign adds the tagline “The Only Place to Play” to the ongoing umbrella theme “Live in Your World. Play in Ours.” Some ads carry a tag for PlayStation2 Combo Pack. PlayStation2 gets $250 million in marketing support annually. TBWA/Chiat/Day, Los Angeles handles ads.
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