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Where’s our UK LittleBigPlanet TV ad campaign?

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Over the weekend, I watched some proper shit UK TV. Come Dine With Me on More4, the X Factor results show (not through choice, though) and ITV1’s Coronation Street omnibus were all eating my time on Saturday and Sunday; when Okami gets a little too pretentious and irritating, it’s pleasing to watch television that’s almost aware of how bad it is. Call it reverse colonic irrigation for the mind.

These three TV shows all had one thing in common: Nintendo. Each of these programs were plastered with ads for Professor Layton and the Curious Village, Wii Fit, More Brain Training and Mario Kart DS. Spearheading this casual assault was a roster of public-friendly ‘celebrities’, such as Girls Aloud, rubbish has-been Ronan Keating, as well as a managerial traitor and his rich family. It’s not a new tactic for Nintendo, but it works every year.
Now, take a gander at Sony’s own marketing efforts – apparently, they spent £4 million on promoting their PS3 games last year, but their actual presence on TV shows like X Factor and Coronation Street was minimal. Their tactics were also slack. In 2007, the ‘cute’ adverts I spotted for Ratchet & Clank, featuring Captain Quark’s brand of sub-Zapp Brannigan ‘humour’, were woefully off-key. The game initially suffered in the UK charts as a result.

In LittleBigPlanet, though, Sony has a title with certain mainstream appeal, yet their reluctance to market it on the level of Nintendo exposes how fundamentally weak their UK marketing department is. If, in an alternate reality, LittleBigPlanet was a Wii title, you could be damned sure that Jonathan Ross and his family would be creating their own levels on one of Nintendo’s freaky white couches (this, of course, would be contingent on Ross not making any career-destroying phone calls in this alternate reality).

SCEE is missing the boat with LittleBigPlanet, though. We know about it, our readers know about it but Joe Public does not – if I hadn’t explained the entire concept to my mum in strenuous detail, she never would’ve given the game a second thought. Okay, so she may have caught one of Sony’s rare adverts during the many crap TV shows she watches, but adverts for LittleBigPlanet need to be on all the time. Sackboy has the potential to be iconic, perhaps the PS3’s ‘mascot’ if we’re still adopting that 1992 Mega Drive Vs. SNES mentality, but this will never happen unless Sony tells the world who he is.




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