OBJECTIVES
Create buzz and excitement around the launch of PlayStation VR in key cities throughout the UK.
Encourage as many people to trial PlayStation VR as possible. Ensuring maximum exposure to our core gaming audience, while also providing walk up trial for those not familiar with the brand.
Ensure that the trial experience confirms the wider ‘Future of Play’ campaign.
Provide the opportunity for the event/Pop up activity to be amplified to a larger audience.
SOLUTION
The “Future of Play Tour” featured a series of bespoke pop-up events, offering gamers the opportunity to experience the immersive world of PlayStation® VR, for the first time.
To support the launch, we unveiled a surprise installation in Kings Cross Station: A 5m long replica of the headset which housed two PlayStation VR demo pods. The installation was covered by BBC Breakfast News, reaching 1.5m viewers.
The tour was first promoted via social media with 360 degree images; a virtual environment to explore that revealed the dates and locations of our events.
The resulting content delivered multiple positive reactions to the product and brought a virtual tour experience to over 8m gaming fans across YouTube and Facebook.
