Sony Computer Entertainment America Hires MOFILM as Lead Crowdsourced Advertising Agency

FOSTER CITY, Calif., April 24, 2013 /PRNewswire/ -- Sony Computer Entertainment America LLC (SCEA) today announced that it has awarded MOFILM as its agency of record for crowdsourced advertising.

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"We have been incredibly impressed with the creativity and quality of work that the MOFILM community has produced while working with us over the past year," said Guy Longworth, SVP, PlayStation Brand Marketing at SCEA. "As PlayStation moves into its next phase of growth, we look forward to continuing our work with MOFILM as our agency of record for crowdsourced advertising."

SCEA worked with MOFILM to engage its community of 50,000 filmmakers for two widely popular campaigns over the past year. To support the launch of LittleBigPlanet™ Karting in the United States, independent filmmakers submitted potential national TV advertisements for the game. PlayStation fans helped select the winning video, which received more than 325,000 views on YouTube, and aired on hit shows such as South Park, The Simpsons and Tosh.O.

In working with SCEA in Latin America, MOFILM challenged its community of filmmakers around the world to develop inspiring videos that captured SCEA's "Live in a State of Play" campaign for PlayStation.  The proposal received overwhelming interest, with more than 100 video submissions and more than one million views of the winning film in the first seven days.

About Sony Computer Entertainment Inc.

Recognized as the global leader and company responsible for the progression of consumer-based computer entertainment, Sony Computer Entertainment Inc. (SCEI) manufactures, distributes, develop and markets the PlayStation®2 (PS2®) computer entertainment system, the PSP® (PlayStation®Portable) handheld entertainment system, the PlayStation®3 (PS3®) computer entertainment system and the PlayStation®Vita (PS Vita) portable entertainment system.  SCEI has revolutionized home entertainment since they launched PlayStation in 1994. PS2® further enhances the PlayStation legacy as the core of home networked entertainment.  PSP® is a handheld entertainment system that allows users to enjoy 3D games with high-quality full-motion video and high-fidelity stereo audio.  PS3® is an advanced computer system, incorporating the powerful Cell Broadband Engine and RSX processors.  PS Vita is an ultimate portable entertainment system that offers a revolutionary combination of rich gaming and social connectivity within a real world context.  SCEI also delivers the PlayStation® experience to open operating systems through PlayStation®Mobile, a cross device platform.  Headquartered in Tokyo, Japan, SCEI, along with its affiliated companies, Sony Computer Entertainment America LLC., and Sony Computer Entertainment Europe Ltd., and its division companies, Sony Computer Entertainment Japan and Sony Computer Entertainment Asia develops, publishes, markets and distributes hardware and software, and manages the third party licensing programs for these platforms in the respective markets worldwide.

PlayStation and PS3 are registered trademarks or trademarks of Sony Computer Entertainment Inc. All other trademarks are property of their respective owners.

SOURCE SCEA