As our largest-ever global media campaign activated in over 50 markets, the launch became a huge cultural moment as we leveraged iconic and immersive media showing that ‘Play Has No Limits’.
This took on new meaning at a time of widespread lockdowns.
Gamers trust other gamers, so by leveraging the power of our engaged PlayStation fan base, our innovative media placements looked to harness this support:
- In the UK, we collaborated on the execution of a partnership with Transport for London (TFL) which included an Oxford Circus take-over and changing the iconic tube station roundels to the four PlayStation symbols
- In France and Germany, we created integrated media partnerships which included events, content creation and influencers
- Whereas in the US, we partnered with the channel ‘Adult Swim’ that used custom content featuring a special PS5 spot from Rick & Morty
in their own unique & irreverent style