The new portable PlayStation PSP plays movies, games, music, photos, has wireless Internet and more. The industry and public excitedly anticipated the PSP and expected another blatant advertising launch.Sony wanted people to discover the PSP, rather than be sold it.So we attempted to make the PSP a part of today's society.More than ever, society is now less classified by gender, race, age and class.People are defined more so by their individuality.The many usages of a PSP liberate people, with a personal and portable way to enjoy and express their individuality.

1. PSP product placed with key celebrities. 2. Famous designers commissioned to create range of accessories and clothes specifically for the PSP.3. Sponsored fashion show in L.A. for these creations.

4. Posters appeared across U.S. cities. 5. Entertainment websites with PSP demonstrations.6. Entertainment magazines appeared inside a PSP.7. Live radio show giveaways.8. TV commercials appeared.9. Countdown event to midnight release of first PSP’s.10. May 2005, TV shows such as "Entourage" will integrate a PSP.11. First week, May 2005. Soho, New York. A huge PSP will play movies, games, music and PSP commercials.