The latest PlayStation brand film "Greatness Awaits" takes you through a world of characters and game elements from the world of PlayStation. We sought out to create an immersive online experience that invites gamers to explore nine frozen moments in the film. Visitors can discover 20 "Gateways" that lead to exclusive content and additional easter eggs. We tapped into the 'search and find' behavior of gamers and brought it to the forefront with this project.

Launch the campaign
Published
July 2013
Topics

The Story

The latest PlayStation brand film "Greatness Awaits" takes you through a world of characters and game elements from the world of PlayStation. We sought out to create an immersive online experience that invites gamers to explore nine frozen moments in the film. Visitors can discover 20 "Gateways" that lead to exclusive content and additional easter eggs. We tapped into the 'search and find' behavior of gamers and brought it to the forefront with this project.

We wanted to provide the best interactive video experience possible on YouTube. To pull it off, we used YouTube as a unique content delivery platform combined with gameplay mechanics. A custom gadget built in Flash allows for a rich yet light and responsive experience. The interactivity of "Gateways to Greatness" goes beyond standard video annotations native to YouTube by creating alternate destinations for exclusive content within the Brand Channel.

The Technology

The Results

The success of this project really comes from understanding the behavior of our target. Deeply rooted in gamers is the desire to find, consume, and talk about never-before-seen content. We purposefully planned the integrated film and digital experience around this insight, making it fun, challenging, and rewarding to find all the easter eggs throughout. By creating an interactive narrative, we invited our visitors to explore, leading them to engage with the brand on a deeper level.

3.1+

million YouTube views (and counting)

133K+

content unlocks

5

mins average time spent

Launch Date June 11, 2013