Play Beyond

Play Beyond. This is SCEA's new marketing campaign for the PlayStation 3. Using innovative advertising, viral and online components, along with promotion and retail activities, their aim is to educate and inspire consumers in preparation for the next era in digital entertainment.

Says Peter Dille, SCEA's Senior VP of Marketing, "With 'Play Beyond' we are inviting consumers to think beyond what they might typically expect in a videogame and entertainment system." Integral in the campaign is to not only promote the product, but consumer-loyalty as well for the PlayStation brand.

The general theme of the print ads is "a stark white room with various objects acting in a surreal manner when experiencing the advanced abilities of PS3 and its components", such as the Cell Broadband Engine and the Blu-ray Disc player. The TV ad campaigns, meanwhile, also features a similar theme, with real world objects reacting to the PS3.

Then, there's also the Playbeyond site, which houses unlockable information regarding the PS3 and its games. You can also access the Playbeyond.com site via the console's online capabilities. "The technology found in PS3 is unrivaled in its capabilities. Our goal with this campaign is to demystify those technologies...This is an experience 'beyond' games, harnessing the power of imagination."

And imaginative they really were. Because apart from the traditional methods of advertisement, they also have the roving "PlayStation Experience", an all-in-one truck stop for your PS3 experience on the road. Fully set up inside, you can actually try out and have fun with the consoles and its features. Add to that, when the truck heads your way, they make sure it comes with a bang, hosting various concerts and events.

Yes, for a console that's set to give gaming that 'beyond' experience, giving that 'beyond' marketing pitch sure is just as important.

The much-awaited comes out tomorrow.