Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3

Sony PlayStation
The First Football Cyber Mundial

RAN IN: Russia

CLIENT
Sony PlayStation

AGENCY
MediaCom *Lead Agency


TNTBroadcasting Network *Lead Agency


SUMMARY

PlayStation wasn’t an official sponsor of the World Cup and faced with the media restrictions. PlayStation managed to use interest to the tournament to sustain its leadership and attract new audience. We have to find alternative ways to tie the brand to the event of the year. On the eve of the FIFA World Cup we launched a live-streaming of the First Alternative Cyber Mundial using FIFA’18 on the Playstation 4 with the TNT stars. It was an unprecedented successful project for PlayStation: 13 mln views per 1 week, sales Sales skyrocketed and all Brand Image metrics were increased.

CASE VIDEO


Audience: The main target audience of PlayStation is console gaming enthusiasts aged 18–35 y.o.. Others are just getting ready to discover the world of PlayStation - they explore the advantages of consoles through video reviews or playing with friends, especially as games on a computer become more expensive and are inferior in graphics.Our audience is highly digitalized. TV is replaced by online cinemas and gaming streaming services (Twitch, YouTube, etc.). Leading youth TV channels are transformed to meet the needs of young people and offer new exclusive digital formats of content.

Objectives: The FIFA World Cup provided just that opportunity to strengthen the Brand leadership. Key objectives: №1. Strengthen perception as "leader" by target audience: sales growth by 40% * and increase the intention to purchase **. №2. Increase Brand interest during the FIFA World Cup, increase of brand mentions in social networks *** and search queries ****. №3. To attract a new audience of 18-35 y.o. and increasing brand relevance by 10% **   * -Store.sony.ru ** - Quantitative survey of the target audience of Sony PlayStation Brandlift Research *** - Youscan, July 2017 **** - Yandex.Wordstat

Type: B2C

Language: English, Russian