Not so little ad campaign

Media Molecule’s craft-em-up treat, LittleBigPlanet 2 is currently on top of the UK charts and Sony intend to keep it that way with a huge marketing campaign reports MCV. Running for two weeks, channel Five and its subsidiaries will continue showing ads for the game with a two month sponsorship deal alongside. This is certainly a different approach from the first game. Not only were the ads fairly confusing to consumers but they started well after LittleBigPlanet came out. Having some guy explain a level he created in quite a random fashion did little to explain the brilliance of LBP, leaving out a robust single player mode. The new ads are not only better constructed but began before LittleBigPlanet 2 was released, while the hype remained high and plentiful.

Add to this a LittleBigPlanet online hub that Sony are launching giving every level its own web page and allowing users to queue up worlds for download. Every level gets its own page? Damn, that’s a lot of pages considering there’s about 3 million or so! The European PlayStation Blog and YouTube will host upcoming competitions, making sure LittleBigPlanet 2 stays in the limelight virally and competitively. Sony’s Marlene Fitzsimmons said LittleBigPlanet was and continues to be a massive success with the community consuming paid-for and free downloadable content. We anticipate the sequel to build on this past success and be bigger than ever.” With a superior marketing strategy, advanced level creation and improved story mode, I’m betting it will be.


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