Sony PS2

March 2005
Brand Strategy;Mar2005, Issue 190, p29
Trade Publication
The article presents a case study of mobile marketing in Germany. In December 2002 Sony Playstation aimed to push sales of Playstation 2 using a mobile viral campaign. Text messages were sent to 600,000 people aged 12-25. Michael Birkel, CEO of agency 12snap which ran the campaign, said that Sony Playstation thought that its target group of pioneers and early adopters were very interested in using the mobile phone so it wanted to start a viral campaign in the form of a greeting to be passed onto friends.


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