idea: play lives everywhere
Sony’s PlayStation was all about Play. But it’s outreach to existing customers was anything but fun. Consisting of dull group emails, untargeted to the interests of individual users. Who - research showed - ignored them as spam.
We suggested radically revising their CRM. To deliver a different type of customer relationship. One where the barrier between the brand and the Player disappeared. And PlayStation became the gateway to a world where Play Lives Everywhere. It would be:
Unique
A new on-console video would introduce each new PlayStation purchase. Positioning the PlayStation as the unique gateway to a new immersive world of Play.
Immersive
Emails and banners would replace slouch with sizzle. And focus on the intense, immersive experience that only a console with PlayStation’s heritage could deliver.
Text-heavy corporate-speak? Out. Loud, colorful and explosive? In.
Post-apocalypse first person shooter? Bruising Canadian Hockey? Whatever your thing is, it’ll be way more of a thing on PlayStation.
Immersive
Emails and banners would replace slouch with sizzle. And focus on the intense, immersive experience that only a console with PlayStation’s heritage could deliver.
Text-heavy corporate-speak? Out. Loud, colorful and explosive? In.
Post-apocalypse first person shooter? Bruising Canadian Hockey? Whatever your thing is, it’ll be way more of a thing on PlayStation.
On hand 24/7
A new iPhone app would bring Playstation Play with you wherever you were. With a new tiled feed pushing news and updates on upcoming titles, tips and tricks on your favorite games, and interviews and play-alongs with top gamers. All tailored to your preferences.
“THIS MONTH YOU’LL NEED TEN EYES TO ABSORB ALL THIS.”
“THIS MONTH, FOUR GENERATIONS OF ZOMBIES RISE. BRAIN SPILL ON AISLE FOUR.”
“INFAMOUS 2. WHERE EVEN YOUR POWERS HAVE POWERS.”
Social
A new microsite would link you to the the whole universe of PlayStation Play so you can see who’s playing what every second, everywhere on earth.
PlayStation Gamers would get VIP invites to flash launch events fed through Social channels and the new iPhone app. You’d get first play on the hottest new games, opportunities to engage with celebrity gamers and the wider Play community. Local events would be fed to the PlayStation YouTube channel.
A new Gamer’s Monument would house you and your achievements. And allow you to discover the achievements and engage with other gamers. And the more you played the higher up the monument you rose.
All encompassing
Lesser consoles have a shorter heritage in gaming. But PlayStation’s commitment to Play goes back far further. Bringing together the past, present and future of gaming in one place - and making you “Master of the Gaming Space-time Continuum”.
This would be back by a reworked Plus service. Which would deliver the original context and buzz around each game. So there were no old games. Just a million vibrant new ways to Play in a perpetual present. And lots of social interaction around each.
With PlayStation you own the whole of gaming history.
… And Privileged
Sony Play would come with one last thing no competitor could offer: Gamers Rights. There are lots of identities in today’s world. All deserving rights and respect. So why not Gamers? Why shouldn’t the Play Universe get distinct privileges, rewards and support for their own unique identity? Which would include unique offers and discounts. Physical monuments to key figures in public places. And the chance to spend their on-console achievements out in the “real world”.
