Sony takes SingStar to O2 Arena

SCEE is to push SingStar PS3 with one of the biggest marketing campaigns ever lavished on a social gaming title – featuring a demo of the title at London’s huge 02 Arena.

Following on from the success of the SingStar Studios in central London and Manchester, the 02 Studios are a centrepiece of Sony’s UK-wide PlayStation Tour. Members of the public will be able to experience the game in the grand surroundings of the stadium until December 18th.

Sony product manager Lucy Garnett told MCV: This is the ultimate SingStar experience, where gamers and up to seven friends can enjoy singing their hearts out in one of three themed studios for free. These even come equipped with stylists ready to buff, glitter and beautify them.”

A TV campaign will run from the December 1st – 23rd. Sony predicts that 65 per cent of its target audience of 16-34 adults will see it at least once, and on average they will see it at least three times.

The firm has also bought key spots in shows such as Family Fortunes, Ugly Betty and The X Factor. This activity includes spots during The X Factor finale, which will be watched by at least 11 million people.

SingStar, EyeToy and Buzz were all firsts in terms of offering a broader entertainment experience, outside of the stereotypical image of video games,” added Garnett.

With a host of compelling new features, unparalleled brand equity, and a brand new PlayStation 3 facelift, SingStar stands head and shoulders above the me-too crowd.”