Sony has hired the help of Checkland Kindleysides to create ‘branded’ retail PSP units to be used as demo units across Europe. The units will be places in themeparks, airports, shopping centers and at concerts.
Each unit will be plastered with all of the PSP’s features aimed at a target audience of a more sophisticated and slightly older audience than that os the Playstation. Along with the launch of the demo units, Sony will back it up with a smorgasbord of adverstisements.
I personally think a good selling point would be to playing some homebrew next to someone testing the demo of Lumines, but that’s just me. =)