LittleBigPlanet's Sackboy is PS3's 'next emblematic character'
by Alan Tsang 
{ Aug 13th 2008 at 1:00PM }
In an interview with Advertising Age, SCEA's product marketing manager for LittleBigPlanet Mark Valledor echoes the sentiments of associate producer Eric Fong: LittleBigPlanet will move PS3s. The marketing team aims to "increase visibility with the consumers early and gain credibility with retailers to help prolong the marketing push well into the holidays." Ultimately, Sony's goal is to "turn Sackboy into the next emblematic character for the PS3." Is the adorable little guy above Sony's answer to Mario and Master Chief?
One of the ways they are advertising the game is with "LittleBig billboards" that are the size of a typical yard sign, but "will feature working lights and ladders and other high-end art and design." They'll be placed in major cities like New York, San Francisco and Los Angeles. Sony knows the size of these boards will likely make them the target of thieves -- a spokeswoman even said if these stolen signs end up on eBay, it might add to the hype.
The article concludes by interviewing several people regarding their predictions of the success of LittleBigPlanet, including Massively's Michael Zenke. All of them having nothing but praise for the potential they see in the PS3 exclusive -- Anita Frazier of NPD calls it "family-friendly" and Zenke thinks it will be "accessible to casual gamers and even non-gamers." With the hype train in full force from now to the next two months, do you think they'll be a backlash? Or will Sackboy live up to the hopes and dreams of Sony fanboys eveywhere?
One of the ways they are advertising the game is with "LittleBig billboards" that are the size of a typical yard sign, but "will feature working lights and ladders and other high-end art and design." They'll be placed in major cities like New York, San Francisco and Los Angeles. Sony knows the size of these boards will likely make them the target of thieves -- a spokeswoman even said if these stolen signs end up on eBay, it might add to the hype.
The article concludes by interviewing several people regarding their predictions of the success of LittleBigPlanet, including Massively's Michael Zenke. All of them having nothing but praise for the potential they see in the PS3 exclusive -- Anita Frazier of NPD calls it "family-friendly" and Zenke thinks it will be "accessible to casual gamers and even non-gamers." With the hype train in full force from now to the next two months, do you think they'll be a backlash? Or will Sackboy live up to the hopes and dreams of Sony fanboys eveywhere?
Reader Comments (Page 1 of 1)
qpierce413 @ Aug 13th 2008 1:07PM
just send me a sign Sony & ill put it in my yard.
dont make me have to goto the blackmarket & hide it in the basement!!
hehe
Hife @ Aug 13th 2008 1:14PM
Sounds like I'll be doing an ebay search for Littlebig billboards soon
The1stMJC @ Aug 13th 2008 1:13PM
If I see a LittleBig board in Chicago ima take that.
Jerses @ Aug 13th 2008 1:21PM
:P i just hope this doesnt end up like viva piñata for the 360...i love lbp btw
Nineteen88 @ Aug 13th 2008 1:24PM
Backlash? Oh no. not this one. Sackboy is going to smash Mario. It will have a tsunami effect over the market.
You'll see .. Yes!
You'll see.
I'm going to spend my money if this game comes with a new PS3 (High-End) SKU.
FOXHOUND @ Aug 13th 2008 8:43PM
Sony could really milk this campaign in the most lewd manner possible by advertising the following:
"Wanna play with our Sack... boy? Get a PlayStation3 and play with yourself. Or three friends. Make sure you've got the rumble fun... ction on".
In all seriousness, this is the only game this year I'm reserving through GameStop; simply for the Kratos-extra.
Gaucho @ Aug 13th 2008 1:30PM
Thanks for the heads up on the New York Billboards. Looks like I'll be having to search the m out and steal at least one of them. But since apparently Sony is ok with this, it will make the (marginally possible) guilt trip a lot more bearable.
j.howlett @ Aug 13th 2008 1:34PM
people are going to hate just because it's on the ps3. not going to stop me from staying excited and getting it as soon as i can.
stargateheaven @ Aug 14th 2008 6:27AM
That does not make sense whatsoever.
Devin @ Aug 14th 2008 12:10PM
Seriously, why would people be hating that it's on PS3? Because they have to go out and buy a console to play it? I'm lost. This ain't no Wii game we're talking here.
Mike @ Aug 13th 2008 1:42PM
I think the marketing campaign is taking a good turn. However, from a advertising designer's perspective, I can't help but wonder about the development process when the comment of "Sony knows the size of these boards will likely make them the target of thieves" is so apparent already.
That said, I like the way the game is looking and will almost surely have a copy myself. I think this could really show PS3 owners and non-owners alike what the console is capable of; and what the competitors are most definitely not.
kankanman @ Aug 13th 2008 1:37PM
solid snake and kratos are the only emblematic characters i think of when i think of sony. i thought they should've advertised mgs4 a whole lot more because i barely saw any of it in my area.
Gaucho @ Aug 13th 2008 1:45PM
The problem with MGS4 is that it was very fan-centric. Without a doubt someone who didn't play 1-3 could pick up 4 and enjoy it (my friend is one of these) but not to the same extent as a veteran fan (I am one of these :D). It makes sense to use LBP as the console figure since its a new franchise and everybody will be a newcomer to the series.
Echnaton @ Aug 14th 2008 8:57AM
Well, what about "Rachet & Clank" or "Jak & Dexter"?
BTW: the Sackboys remind me of the Vodoo-Minis (bought mine in Singapor)
nbballard @ Aug 13th 2008 1:41PM
hum... small ads in major cities with lights and moving parts? Sounds like a bomb scare waiting to happen.
SimplyB @ Aug 13th 2008 2:10PM
Remember the aqua teen hunger force Boston bomb scare. LoL!
http://en.wikipedia.org/wiki/2007_Boston_Mooninite_Scare
Ignignot: Hello, Carl, I am Ignignot, and this is Ur.
Ur: I am Ur!
Ignignot: We are Mooninites from the inner core of the Moon.
Ur: You said it right!
Ignignot: Our race is hundreds of years beyond yours.
Ur: Man, you hear what he's sayin'?
Ignignot: Some would say that the Earth is *our* moon.
Ur: *We're* the Moon!
Ignignot: But that would belittle the name of our Moon, which is the Moon.
Ur: Point is, we're at the center, not you!
Carl: No, the real point is I don't give a damn. (slams door)
Ignignot: Is your ego satisfied?
Ur: Damn no!
iamkid @ Aug 13th 2008 2:13PM
just like aqua teen hunger force XD....i cant wait for this game!!!!!!!!
The_Punisher @ Aug 13th 2008 1:44PM
Amazing how they could get hardcore and casual gamers to like one game. Amazing.
Jack Tretton @ Aug 13th 2008 4:39PM
Wait until the game's been released before the splooge-a-thon, all right? I'm as excited as the next guy to see what LBP brings to the table, but in the meantime let's not pretend it's going to revolutionize the gaming experience while bringing everybody together for a glorious Kumbaya moment.
Arnon @ Aug 13th 2008 4:43PM
Aye.. I mean the game will be probably amazing.. but it's mainly just 1 concept.. not the second coming of Jesus.
The_Punisher @ Aug 13th 2008 7:42PM
Jack Trentton, how dare you talk down to your company!
Anyway, it's close to that. I can make my own levels. OMG i want it now!
sirpilf @ Aug 13th 2008 1:47PM
i have a bad feeling that the family group wont see the real potential in this and wont think diving into a $400 system will be worth it. but hopefully sony actually markets it right. heck maybe wii has been warming families and non gamers up enough that this WILL be the next craze. who knows... i still think there is a chance it could be a critical success but not the financial boom like the industry is all hoping for. could just be another 1-ish million seller for ps3.
HAAS599 @ Aug 13th 2008 1:47PM
Sony should hurry and get the LBP PS3 bundle out by Christmas
MaliceMajorE15 @ Aug 13th 2008 1:56PM
Any1 know what the NPD is? sorry if im being dumb.
matt.dugan @ Aug 13th 2008 4:31PM
New York Police Department i would assume
MaliceMajorE15 @ Aug 13th 2008 6:52PM
isnt that nypd?
massive_98 @ Aug 13th 2008 1:59PM
I was a bit worried LBP wouldn't get the marketing push it and the PS3 deserves... worries gone.
Araskaz @ Aug 13th 2008 2:15PM
When I think of Sony... I think of Crash Bandicoot, Jak and Daxter, Kratos, and Solid Snake.
I do not think of Sackboy, but once the game comes out, I'm sure I will.
Zombie Huggles @ Aug 13th 2008 9:15PM
What about Ratchet? I think he's the most successful/popular western-made character in Japan at the moment.
I think the key with LBP, which is what really got me interested, is the multiplayer. I assume, but my be wrong, that it's like Warhawk with either 4 people on 1 ps3 or 4 over a network and anywhere in between. But the ability to create such a fun and creative social environment that appeals to hardcore and casuals alike is quite impressive. I don't ever see Sackboy over-taking Mario, but I'll accept him as a Sony Mascot for now.
Zampano @ Aug 13th 2008 2:23PM
@MaliceMajor815
I'm not sure what NPD stands for, but it's a market research group that tracks various data in the consumer market, like sales figures, etc.
Hope that helps.
Des @ Aug 13th 2008 4:29PM
NPD stands for National Purchase Diary.
crazypenguin @ Aug 13th 2008 2:37PM
this needs extreme advertising. people always ask me what games are coming out for the ps3. i always respond with littlebigplanet, and guesss what? no ones heard of the amazing game. i want my local gamestop to have a person dressed up in a sackboy costume (like the one in japan) and give out candy to little children. and i also want one of those signs for my room...
they need to put things to buy from gamestop/hot topic
Dahk @ Aug 13th 2008 3:25PM
SWEEEET. Moving to (close to) San Fran for a 4 month internship.
WATCH OUT BILLBOARDS!
... unfortunately, I don't even know if I'll get a PS3 down there. Doesn't make sense to still have one in Toronto and have ANOTHER in San Fran... or does it.
doc j @ Aug 13th 2008 5:50PM
Yes it does, yes it does.
massive_98 @ Aug 13th 2008 9:22PM
Just fly with it. I was talking with the security screener and she said that people do fly with consoles. You just need to take it out of your carry-on like a laptop.
Note: You might look a bit geeky carrying on a console though.
Logion @ Aug 13th 2008 3:34PM
Playstation needs a mascot, let's hope this cute little sackboy becomes one.
acedoh @ Aug 13th 2008 5:09PM
Sackboy is one amazing creation... Each one can be personalized so that no two are alike. They will probably have dozens of specialized sackboys and sackgirls that you can download. The only problem I can see is will this be enough of a reason for someone to spend $400 on a cute mainstream game. If the price goes down before Christmas it will make the PS3 a big seller...
mark @ Aug 13th 2008 5:14PM
sonys last pathetic push to sll ps3s is in the hands of "sack boy" lmao. microsort most be laughing there arses off. well done to them. im jumping ship to 360 now, if this is the best sony can come up with lol omg. anyone who dissagrees with me is just in denile, imma sell mine now while ill get a okish price for it. see u all on 360fanboy very soon lol (Y)
Vince UK @ Aug 13th 2008 5:26PM
Pearls mark, pearls.
microsort FWT.
Metal_Gear @ Aug 13th 2008 7:22PM
Such a sad loss to the PS3 community... how will it recover?! mark has gone!!!1!!one!11!eleven
I for one am really looking forward to LBP and I am glad Sony have gone with LBP to appeal to a wider audience rather than ripping off Miis. And as much of a MGS fanboy as I am, I can see why Sack Boy would be a better mascot and as seeing as he likes to dress up a lot, he can be all game characters anyway! ^_^
HanzoTheRazor @ Aug 13th 2008 10:32PM
@mark nOOb?
mark @ Aug 13th 2008 6:05PM
ohh yeah good point vince :S
Skunk Ape @ Aug 13th 2008 7:33PM
Sony just needs to make Kratos their mascot and be done with it.
ZENegade @ Aug 13th 2008 8:04PM
I see a LittleBigBundle happening. With one of the 80GB non-backwards-compat. $400 systems. $400 for a blu-ray player and an amazing game? Yeah. I think so.
HanzoTheRazor @ Aug 13th 2008 10:45PM
I must admit, SackBoy is the ultimate mascot. He is very cute, original, new, appeals to many, fun and very varied too. A console needs more than 1 mascot and now SONY has SackBoy, Jack, Ratchet, Snake and Kratos, nice! Anyone who doubts this games success, IMHO is either a SONY hater, or a nOOb. LBP has way too much momentum and style not to "WoW" the masses. Good job SONY, push this baby hard.
Arnon @ Aug 14th 2008 4:08AM
That thing is cute.. in a disturbing way XD.. Looks like something out of a horror movie.
hellobye @ Aug 14th 2008 4:37AM
hey maybe its just me and I don't see the bigger picture so much but isn't this just a platformer when its broken down to its simplist form? I know the custom levels and the co op and the sharing and whatnot, and I am excited to play it myself I just want to make sure I am not missing out on something.
Arnon @ Aug 14th 2008 9:00AM
Yup. That's what it is.