Sony Ericsson is planning its “biggest marketing campaign ever” to back the Xperia Play phone, which launches on March 31.
The company, which revealed the PlayStation phone in an ad during the SuperBowl, recently overhauled its senior marketing team for its assault on the so-called Android market.
Acting head of marketing Steve Walker was appointed global head of marketing while head of brand and strategy Cathy Davies became global head of communications. It also recently appointed TMW as lead creative agency on the eCRM account, and data specialist Acxiom on its CRM business.
One ad has already been leaked on YouTube; if you want to see it click here.
UK marketing director David Hilton has said that the Xperia Play launch will be “the biggest marketing campaign we have had in the UK”, in a bid to gain higher awareness of the Xperia brand.
Although exact details have yet to be revealed, the PlayStation phone will have 50 games ready at launch, and will come with six pre-installed titles, including Bruce Lee Dragon Warriors, Tetris, Star Battalion, Crash Bandicoot, FIFA 10 and The Sims 3.
The phone will also launch with a 4-inch touchscreen display, slide out PlayStation gaming controls, Android 2.3 OS, a 5 megapixel rear-facing camera, a front-facing webcam, 3G and WiFi connectivity and up to 32GB of storage.
The handset will be ranged at £40 per month or under on all networks and at all retailers. It will launch at midnight on March 31 at a yet-to-be-revealed venue in London.
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