For the recently released PS4 game console, promotion that positioned it as a game changer was key to Sony Computer Entertainment. So it partnered with the 180 Amsterdam agency to create the This Is For The Players campaign. The immersive experience blends real-life and computer-game imagery and is told from the first-person perspective of a gamer. It shows his journey as he‚s dropped into a world that features characters from popular PS4 titles.

Launch the campaign
Published
January 2014
Topics

The Story

For the recently released PS4 game console, promotion that positioned it as a game changer was key to Sony Computer Entertainment. So it partnered with the 180 Amsterdam agency to create the This Is For The Players campaign. The immersive experience blends real-life and computer-game imagery and is told from the first-person perspective of a gamer. It shows his journey as he‚s dropped into a world that features characters from popular PS4 titles.

We created an augmented video experience on YouTube, which was based on a TV ad directed by 180 Amsterdam. The experience featured 50 hidden elements, or 'Easter eggs', that revealed exclusive videos, artwork and downloadable content. All of it celebrated the PS4 gaming heritage. The integrated campaign included newsletters, Facebook and Twitter announcements, a series of YouTube Masthead ads and local digital campaigns in 14 European countries.

The Technology

The Results

The campaign drew a huge audience. A good indicator of success for this type of project is the average visit duration, which was 5x the base video length. We also received great comments and feedback from users on social networks. This experience, made for the players, celebrated the past and future of PlayStation gaming.

50

Easters eggs

100K

Visitors in three days

9 min

Average time spent

Launch Date 29 November 2013