User:X201/PlayStation Marketing

Marketing
The PlayStation has been known for several advertising campaigns.

Slogans
Advertising slogans used for each PlayStation console iteration:


 * PlayStation
 * "Enos Lives" (The first letter 'E' was printed in red to denote the word, ready. Enos stood for Ready, Ninth of September)
 * "U R Not E" (The letter 'E' was printed in red to denote the word, ready, as in You Are Not Ready)
 * "Live In Your World. Play In Ours."
 * "Do Not Underestimate The Power of PlayStation." (From the S.A.P.S. - Society Against PlayStation — series of adverts)


 * PSOne
 * "Wherever, Whenever, Forever."


 * PlayStation 2
 * "The Beginning."
 * "Live In Your World, Play In Ours." (The PlayStation face button icons were used to denote certain letters: Live In YPlayStationCircle.svg WPlayStationCross.svg, PlPlayStationTriangle.svg In PlayStationSquare.svg)
 * "(Welcome to the) Third Place."
 * "Fun, Anyone?"


 * PlayStation Portable
 * "PSP Hellz Yeah" (PSP-1000 Series)
 * "Dude, Get Your Own..." (PSP-2000 Series)
 * "Everywhere Just Got Better" (PSP-3000 Series and PSPgo)
 * "It's GO Time" (PSPgo)
 * "The Whole World In Your Hands" (UK & Europe Territories)
 * "Step Your Game Up" (US Territory, PSP-3000 Series and PSPgo)


 * PlayStation 3
 * "The Wait Is Over"
 * "Welcome Chang3" (the number three is used to denote an 'e' and was printed in red)
 * "This is Living."
 * "Play B3yond" (the number three is used to denote an 'e' and was printed in red)
 * "It Only Does Everything" (US Commercials)
 * "The Game Is Just The Start. Start PS3." (UK and EU countries)
 * "Long Live Play"


 * PlayStation Move
 * "This Changes Everything".
 * "Move Into The Action"


 * PlayStation Network
 * "Download, Play, Connect."


 * Playstation Vita
 * "Never Stop Playing."
 * "The World is in Play." (EU only)

It Only Does Everything
The most notable of recent PlayStation commercials is the series of "It Only Does Everything" commercials featuring a fictional character called Kevin Butler who is a Vice President at PlayStation. These commercials usually advertise the PlayStation 3 and its games through a series of comedic answers to "Dear PlayStation" queries. These commercials garnered popularity among gamers, though its debut commercial received criticism from the Nigerian government due to a reference to the common 419 scams originating in Nigeria. Sony issued an apology and a new version of the advert with the offending line changed was produced.

A spin-off of the campaign has been created for the PlayStation Portable which features similar campaign commercials called the "Step Your Game Up" campaign featuring a fictional teenage character named Marcus Rivers acting in a similar fashion to Kevin Butler but answering the "Dear PlayStation" queries about the PSP.

Netherlands Ceramic White PSP Commercials
In July 2006, an advertising campaign in the Netherlands was released in which a Caucasian model dressed entirely in white and a black model dressed entirely in black was used to compare Sony's new Ceramic White PSP and the original Piano Black PSP. This series of ads depicted both models fighting with each other and drew criticism from the media for being racist, though Sony maintains that the ad did not feature any racist message.

All I want for Xmas is a PSP
In November 2006, a marketing company employed by Sony's American division created a website entitled "All I want for Xmas is a PSP", designed to promote the PSP virally. The site contained a blog which was purportedly written by "Charlie", a teenage boy attempting to get his friend Jeremy's parents to buy him a PSP, and providing a "music video" of either Charlie or Jeremy "rapping" about the PSP. Visitors to the website quickly recognized that the website was registered to a marketing company, exposing the campaign on sites such as YouTube and digg. Sony was forced to admit that the site was in fact a marketing campaign and in an interview with next-gen.biz, Sony admitted that the idea was "poorly executed".