PlayStation wanted to position the PSP as the thing you wanted to have, in the places you wanted to be. But rather than do one big spot aimed at urban kids, we localized the campaign to the cities where the media would be placed. Essentially, we created five separate campaigns shot in Los Angeles, New York, San Francisco, Chicago, and Miami, and even used music from local bands for each TV spot.
Online, we had a PSP skin creator where people could customize a PSP to their city and post it on a map in an online gallery.
