Shifting Media Perception
Everybody thought they knew Sony PSP. It was perceived as “the” system for serious gamers. However, research showed that the PlayStation® Portable had been embraced by non-gamers—especially young Moms—for more than just games. Sparkpr became tasked with educating consumers and non-gaming media about PSPs total entertainment experience.
Getting The Word Out
Sparkpr garnered attention with the “PSP Parenting and Travel Education Tour” in New York City targeted at Moms. Sparkpr developed messaging highlighting features relevant to the outlets’ audiences and secured appropriate spokespeople to help deliver them. A fun, PSP “Fact Sheet” was also provided to editors as a handy reference guide.
Top Of Its Game
The shift in perception among editors was immediate, as they instantly shared feedback that they were not aware of Sony PSPs multi-media features. More importantly, Sony PSP became the darling of multiple holiday gift guides. Over time, Sony PSP has become as well known among casual and mainstream gamers as it is among hardcore gaming enthusiasts.
