Sony PS3 Campaign

 

Sony Computer Entertainment is the premier brand behind the world's most innovative consumer electronics technology. The launch of the PS3 was the most eagerly awaited product launch in recent years.

The challenge was to build intrigue around the brand for both existing PlayStation users and potential new customers. The PS3 launch was an opportunity to acquire new customers, upgrade PS2 owners and begin the cross sell process to additional mobile products such as the PSP, as well as new content and accessories for all platforms.

Thisisliving.tv was an experiential microsite for the This Is Living launch campaign. Its purpose was to build on the campaign storyline of a virtual hotel populated by mysterious guests. The site allows users to investigate rooms, explore mystery content, and interact with guests through custom applications.

Supporting media for thisisliving.tv included e-mail to existing PlayStation users, as well as links out to Flickr pages of the individual guests, and spoof micro sites.

PlayStation.com was created as the home of all PlayStation products, launching as part of the PS3 product launch. Its role in the campaign was to provide key product information assisting pre-sale and providing ongoing news, support, downloads, competitions, community, forums and updates, as part of the post-sale relationship cycle.