New PSP Marketing Push Targets 13-17 Year Olds

Following the recent price drop for the PSP Core package to $169.99 - a thirty dollar drop from its original launch price – officials from Sony Computer Entertainment America have announced a new marketing campaign for the handheld targeting the 13 to 17 year old demographic. Titled “Dude, Get Your Own,” the campaign will feature a “humorous style” to illustrate the PSP's various gaming and multimedia features such as video and music playback. Sony noted in a statement that the new campaign will focus on 13 to 17 year olds, which the company feels is “a key target audience for the PSP system this year,” especially given its new, slightly lower price point. According to Sony, a television commercial promoting the new campaign is currently airing from now through the end of May on Fox, Cartoon Network, TNT, NBC, and CW. In addition, later this week Sony also plans to launch a new website and release online vignettes relating to the new campaign in order to inform consumers about the PSP handheld. The vignettes will also be run as part of an online advertising campaign through July on various gaming and lifestyle websites, including GameSpot, IGN, ESPN.com, and Maxim.com.