Sony preps £2m Killzone ad campaign

via Computer and Video Games


Sony's preparing to unleash a massive PlayStation marketing blitz, with a £2 million war chest set aside just for flagship FPS Killzone 2.

The company will spend £4 million on a first quarter marketing campaign designed to combat a recent decline in hardware and software sales.

Half of that budget will go on promoting Killzone 2, so don't expect to turn on the TV, browse the web, go to the cinema or open the paper without seeing those menacing orange Helghan eyes staring back at you.

"In the case of Killzone 2 it has become clear to everyone who has seen it that we have a truly great product on our hands," SCEE marketing director Alan Duncan told MCV.

"The great thing is it has lived up to that original billing and in doing so it brings a new energy to the most competitive genre. We need to prove that to as many people as possible, hence the massive campaign."

The rest of the kitty will be spent on advertising Sony's Q1 PSP range, which includes Resistance Retribution and Buzz! Brain, as well as SingStar Queen for PS2 and PS3.