Brief
Drive awareness of PlayStation’s Crossover Concept Court in Paris. This one-of-a-kind court was inspired by the DualSense Controller, the court's shape featuring the four iconic controller button shapes, allowing for a unique set-up of two football goals and two basketball hoops. With sporting icons across football and basketball in attendance, our objective was to make this initiative travel across earned digital and social media.
Strategy
Celebrate the uniqueness of the concept itself with specifically designed press materials to promote the images and content from the event. Secure top-tier media interviews with in-attendance talent, as well as Press Box’s in-house journalists securing content to distribute.
Activation
We created a bank of engaging of newsworthy content for digital publishers, securing widespread coverage, all with PlayStation branded messaging included.
We hosted and distributed media interviews with talent including England goalkeeper, Mary Earps, basketball legend, Tony Parker and French football star, Robert Pires, in exchange for extensive coverage.
Results
On the day of the event and subsequent days following, we secured 25 pieces of coverage, across digital and social channels, resulting in reach figures of over 1.4bn.
Due to client requests, we worked to a targeted distribution list of less than 30 publications, securing coverage in all of our key target titles.
All articles included a specifically created campaign bio, with PlayStation’s key brand messages covered throughout.
100% of our coverage saw approved campaign imagery used, with 100% expressing positive sentiment for the campaign.
