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Sony Computer Entertainment UK won’t be letting the PS Vita hit stores without a bang, with the promise of the support of its “broadest, most integrated hardware campaign” ever.
The launch promotion begins today with the World Is In Play TV ad, plus a two minute ad staring UK band Rizzle Kicks which will air online and on MTV and music channels.
Sony will also be working with a West End retailer to use a pop-up sampling store to entice consumers to pick up a Vita. Other locations will be visited by the PS Vita Mobile Team, which aim to teach consumers about the functionality of the new handheld – look out for the Vita-branded Land Rovers.
The high street will also be Vita crazy with retailers kitting out stores with a range of point of sale material, whilst staff have access to a Vita training guide.
“We’ve worked tirelessly to make sure this is the broadest, most integrated hardware campaign we’ve undertaken at SCE UK,” VP Fergal Gara told MCV.
You’ve also got the London leg of Vita Rooms and the midnight launch at GAME Oxford Street to help build excitement.
PS Vita launches in the UK on February 22 and can be yours for as little as £210 with a free 8GB memory card.
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