Sony taps social media for launch of new PlayStation

02/21/2013 | Wall Street Journal, The

Sony has turned to social media in preparing for the launch of a game console. The brand has used Twitter for early messaging, created a YouTube video that attracted about 400,000 views, and seeded game blogs. American Express, meanwhile, took the unusual step of advertising for the rival Microsoft Xbox with a promoted tweet under Sony's hashtag #PlayStation2013.

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