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Rubber Republic News Flash: 20 March 2007
PS3 buzz kicks of
It's interesting to see Sony's Playstation 3 buzz start rolling. The campaign, through TBWA, has started (as far as we've seen) via a mix of unbranded TV ads that link through to a campaign teaser microsite -
thisisliving.tv - including what looks like a film trailer, and a "sign up for more" function.
As a strategy this is a great use of pre-campaign buzz, whetting the appetite of key influencers / brand advocates before the launch of the main campaign.
The creative of the campaign is also pretty spot on - which you might expect from an agency like TBWA. I love the drama of the film trailer-esque clip on the microsite - with it's teasing narrative set up which makes the viewer ask what next, compelling them to sign up for updates, and starting them on the campaign / brand narrative . . .
All super interesting + I wait in eager anticipation for the next steps of the narrative, which is due out on March 23rd.
