Is the "love at first sight" ad
a part of Sony's new marketing campaign? We're not sure, as Sony hasn't responded to our e-mails yet. As reported earlier, we do know that Sony's finally changing their approach
in targeting the teen segment. Thankfully, this means we won't see a repeat of the "All I Want for Xmas" debacle
. John Koller
: "That campaign clearly did not work." It was an attempt to "identify ways of speaking and marketing to that 13-17 year-old consumer. It was an effort to be able to target that individual in a more quiet manner and not go out and promote it and have it be something that was found. The way it was done is not correct ... In the future, we'll be more clear and transparent to the consumer."
Their new slogan will be "Dude, get your own PSP." They will try to focus on the portability of the system--a draw that appeals very strongly to the teen crowd. "The teens that are doing this value the ability to utilize the portability," Koller explains. "I can play it upstairs while my parents are watching the TV downstairs."
Free use of T-Mobile Hotspots
was just the first step in capturing the teen market. PSP's firmware will be regularly updated with unnamed features that will specifically cater to the teen market. Something related to PSP's porn functionality