7. ADDING SIZZLE.

It’s not enough simply to explain. You need to be able to dial up the sizzle, wherever needed. Here I do just that for PlayStation.

Gamers found PlayStation exciting. But Sony’s marketing to existing users was anything but. Comprising mostly untargeted “spam” emails. This CRM campaign for PlayStation was designed to change that. Dialling up the intensity of your relationship with your favorite gaming platform. Building bridges between your on-platform life and your regular life. So you can experience the thrill of Play - 24/7. (Agency: MRM)

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.

with you 24/7

A new iPhone app offers 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. In the same “sizzle not slouch” voice.

“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 & experiential

A new microsite links you to the whole universe of PlayStation Play. See who’s playing what every second, everywhere on earth.

VIP invites to flash launch events arrive through Social channels and the new iPhone app. Play on the hottest new games. Bring together online and offline engagement with celebrity gamers and the wider Play community. Local events would be fed to the PlayStation YouTube channel.

A new Gamer’s Monument houses your identity and achievements and enables you to discover the achievements of other gamers. The more you play the higher up the monument you rise.

space-time altering

PlayStation’s gaming heritage is way longer than that of Xbox. In other words, PlayStation brings together all of gaming - past, present and future - to make you “Master of the Gaming Space-time Continuum”.

We back this claim with a reworked Plus service. Which would make present the original context and buzz around each game. So now there are no old games. Just a million vibrant new ways to Play in a perpetual present.

With PlayStation, you don’t just own the Now. But the whole of gaming history.

…And Elite

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 those born to Play get distinct privileges, rewards and support for their own unique identity? These would include unique offers and discounts. Physical monuments to key figures in public places. And the ability to convert in-game achievements and status into swag and benefits in the off-game world.