Gizmondo, a handheld device from Europe in similar mould as Sony PSP (and which has been roundly panned by critics), will launch its namesake mobile entertainment device in the U.S. by next month and is poised to break a multimillion-dollar multi-channel ad campaign aimed at young, rap-loving early adopters.
The device is a video game, movie, and music player, a Web browser, text message and e-mail sender, a camera, and a GPS-loaded navigation and tracking device. The GPS functionality is what will allow companies to geo-target ads.
It will spend at least $30 million from now until its October launch date on everything from TV and online to guerrilla and word-of-mouth marketing.
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