Two years ago we introduced you to our resident Vice President of just about everything, Kevin Butler, in the inaugural “Dear PlayStation” ad which was timed with the introduction of our “It Only Does Everything” campaign. Since then, the campaign has helped make the PS3 a household name in 50 million homes worldwide. Today, I’m excited to introduce you to a new brand campaign “Long Live Play” – designed to celebrate gamers from all walks of life and recognize you for making us who we are today.
PlayStation has always been about the gamer and the PS3 is the ultimate portal to a land of infinite experiences and accomplishments. PlayStation is reaffirming our commitment to gamers like yourselves with “Long Live Play” – mixing humor and a little good, clean fun with the kind of entertainment content you crave.
What better way to transition than with a visit from Kevin Butler, back from his four-day retirement with a special message.
Beginning today you’ll find “Long Live Play” rolling out on some of your favorite websites, TV networks and retailers as well as across numerous social networking outlets. It’s our way of inviting all gamers to come and join the PlayStation Nation. When we say there’s never been a better time to join, we mean it. With games like Resistance 3, UNCHARTED 3: Drake’s Deception, The ICO & Shadow of the Colossus Collection and more on the horizon, PlayStation is committed to creating a AAA software line-up that real gamers can get excited about.
The new PS3 price of $249, coupled with incredible gaming and sports content including DIRECTV’s NFL SUNDAY TICKET, MLB.TV and NHL GameCenter, PlayStation is ready to welcome gamers from all over with open arms and hours upon hours of unbelievable entertainment.
We are committed to the continued expansion of the types of services and content that have made the PlayStation name synonymous with interactive entertainment and hope that through the “Long Live Play” campaign our dedication to you, the PlayStation fans, truly shines through. For those of you who have friends that might be on the fence, I encourage you to invite them to come on over. In the meantime, keep your eyes peeled because in the weeks to come we’ll be turning the spotlight back on you, and you won’t want to miss it!
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