Sony tapped social media strategy for PlayStation announcement

02/21/2013 | Wall Street Journal, The

Sony practiced the social media arts in preparing for the announcement of a new game console. The brand skillfully employed Twitter for early messaging, platformed a series of YouTube videos that recently gathered 400,000 views, and seeded game blogs. American Express took the unusual step of advertising for the rival Microsoft XBox with a promoted tweet under Sony's hashtag #PlayStation2013.

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Wall Street Journal, The

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