PlayStation sails into Uncharted waters with £5m marketing splash

Sony UK wants to put Uncharted on the map this Christmas with a whopping 5m ad spend.

The format holder claims its unprecedented marketing push makes Uncharted 3: Drake’s Deception its biggest software launch to date.

Part of the campaign includes a short documentary film produced by Oscar-winning director Ed Zwick (Last Samurai, Shakespeare in Love) which will be hosted on YouTube and digital PlayStation channels. This will be backed up by TV ads running this month to next, online videos and homepage takeovers, outdoor posters and more.

This will be the biggest launch in SCE UK’s history, both in terms of ambition, numbers and spend and will be supported by a marketing budget of around 5 million,” SCE UK senior product manager Ian Vinten told MCV. To really reach that mass audience at launch we will be running a large outdoor campaign with a number of different premium formats including high quality 48-sheets as well as builds across the country.”

Zwick’s film, The Hero’s Journey, looks at what defines a true heroic character and includes interviews with movie stars such as Troy’s Diane Kruger, Avatar’s Michelle Rodriguez and Nolan North, the voice of Uncharted’s protagonist Nathan Drake.

Further outdoor activity at launch includes six-sheet posters in shopping centres alongside digital screens. Ads and homepage takeovers will also run on games and lifestyle websites, while Sony is promoting the game via its long-running sponsorship of Five Movies.

Uncharted 3: Drake’s Deception will hit UK?shelves on Wednesday, November 2nd.