Sony U.K. is gearing up for its biggest software launch ever with the release of Uncharted 3: Drake’s Deception on November 2, 2011.
The company has confirmed it will be spending an unprecedented £5 million in advertising for the Naughty Dog-developed adventure sequel, which sees hero Nathan Drake embarking on a quest for the Iram of the Pillars.
Sony has revealed that part of the marketing push will feature a mini-documentary produced by Oscar-winning director Ed Zwick, which is to be hosted by digital PlayStation channels and YouTube.
The film, titled The Hero’s Journey, examines what defines a true heroic character and will feature appearances by Diane Kruger, Michelle Rodriguez and Uncharted voice actor, Nolan North. Supplementing this meanwhile will be TV ads, online videos plus homepage takeovers and outdoor posters.
Speaking to MCV, Ian Vinten, SCE UK Senior Product Manager, commented, “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.”
“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.”
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