PlayStation® reimagines what a launch looks like with their biggest console launch to date ...
25 regions. 5 continents. 1 global launch.
To launch one of the most anticipated gaming consoles in history, PlayStation 5, and inspired by the global ‘Play Has No Limits’ ATL Sony Interactive Entertainment (SIE), the maker of PlayStation®, created a multi-channel campaign that lit the world blue, one territory at a time. Activating in 25 regions around the world SIE and Amplify transformed buildings, traditional advertising screens and even mountains into mesmerising shows with innovative immersive content.
The experiences were designed to be witnessed by few in real life, instead using a built-for-camera approach that transformed a moment in time into a global content engine.
Delivering the first globally co-ordinated social campaign in PlayStation® history, the experiences were captured live and edited overnight for all 25 regions for their social channels on the morning of launch. Through a focused PR plan, everyone from mainstream to specialist media was talking about PS5TM’s launch, gaining coverage in over 150 worldwide titles including Forbes, Esquire, and Time Out.
Design assets from our campaign creative were also used on PlayStation® channels including eCRM, YouTube, and Facebook to celebrate the moment the console launched across the world.
Through this integrated approach we harnessed the anticipation of a cultural moment of PlayStation® 5’s launch in a way that amplified the global campaign through a shared experience that brought the gaming community together.