Sony UK spends unprecedented £5 million on Uncharted 3 marketing

By Brenna Hillier, Wednesday, 19 October 2011 05:26 GMT

The UK advertising campaign for Uncharted 3: Drake’s Deception is Sony’ most expensive yet, featuring contributions from an Oscar-award winning director.

MCV reports Sony has commissioned a short documentary by The Last Samurai and Shakespeare in Love director Ed Zwick.

Called The Hero’s Journey, the docco will air on YouTube, and features appearances by Diane Kruger and Michelle Rodriguez in addition to protagonist Nathan drak’es motion and voice actior, nolan North.

Other marketing efforts include TV ads, posters in shopping centres, digital screens, and on online splash.

“This will be the biggest launch in SCE UK’s history, both in terms of ambition, numbers and spend and will be supported by a marketing budget of around £5 million,” SCE Europe’s Ian Vinten said.

“To really reach that mass audience at launch we will be running a large outdoor campaign with a number of different premium formats including high quality 48-sheets as well as builds across the country.”

Uncharted 3: Drake’s Deception is a PlayStation 3 exclusive launch in November.

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Ian Vinten

Naughty Dog

Uncharted 3: Drake's Deception