PSP / Go View
As a new product, the launch of GoView for PSP, requires rapid amplification of other marketing activity by engaging with influencers in social media. The challenge is to take a relatively unknown product and create both desire to purchase, as well as generating advocacy and word of mouth.
All activity mirrors the offline PR and marketing campaigns by amplifying assets and content. But it also harnesses the differing passion points from fan-boys and geeks to film buffs and gadget lovers. Stories and conversations help educate influencers on the value of GoView and build desire for the product by establishing an emotional connection.