I like to play of Sony PlayStation®. It is a crossmedia or a transmedia irony?

Abstract

Persuassion associated with advertising message can be hidden from the variety of advertising campaign pieces nowadays. The message is adapted to the type of media on which is inserted and can reach the target audience across multiple platforms. In the digital era adapting messages to each medium is possible without assuming a remarkable increase in the cost of the campaign. Users are no longer required to receive the messages linearly. The concept of interactivity allows the target flow through the different media as behaving as «broadcasters» through social networks. This research will analyze the integrated I like to play Sony Playstation® campaign, which have been used different media to reach the target and achieve the goals set by the agency and the advertiser. This study aims to find out if this campaign can be seen as a case of transmedia campaign or if it is a crossmedia campaign. We will define conceptually these terms and analyze the different pieces that compose the campaign and to generate a questionnaire for parents with small children to try to establish the communication channel by they have known the campaign.