Provide an online experience to drive awareness and sell the PlayStation
Move to existing owners and families gamers households.
Utilize irreverent humor that speaks to guys but is inclusive for all –
“Move has something for everyone“.
Differentiate the PS Move from the Wii motion controller and Kinect.
Managed the different departments and multiple vendors to deliver online efforts,
media plans and executions within very tight timelines, and approved budgets.
Solution:
Create multiple interactive experiences (sitelets) that lives within PlayStation.com
to promote Move among its broad target audience.
Develop viral strategies utilizing PlayStation’s existing community PlayStation Network,
Social Media, Virtual Demos and etc.
Executed online media campaigns, focusing on the use of cutting-edge interactive features,
integrating rich media, mini-sites, viral marketing, HD videos and more.
Results:
Delivered exciting and engaging advertising, which created awareness and ROI
(over 1 million PS Move controller were sold in the US during its first month
on the market and 1.5 million in Europe).
