Sony's Dille talks PS3 marketing evolution

Whether its looking through photos, checking Facebook updates, streaming music through Pandora, playing a game, or watching a Blu-ray movie, Dille said people just didn't know about there were products for the living room that did all that. That was at the heart of Sony's switch to the current "It Only Does Everything" marketing campaign.

Dille acknowledged that the original PS3 marketing campaign didn't communicate the system's virtues very well. However, "I'd like to think even the best messaging in the world wouldn't have done a whole lot to sell a $600 game machine in a wretched economy," Dille said. He added the reception for the "It Only Does Everything" ads has been tremendous, with other territories asking Sony to take the marketing campaign around the world.

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