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Sony Playstation CASE STUDY

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Full Story:

With the abundance of online content, the ability to fast-forward through popular programming, and the diverse media choices available to the average consumer these days, reaching your target has become increasingly challenging. Multiply that level of difficulty by 1000 when trying to reach an oftentimes jaded, young male audience. How can you compete with the popularity of existing video games, hanging out with buddies, and beautiful girls when trying to break through the clutter and get noticed by this elusive audience? The answer is simple: create something that is equally fun and entertaining to capture the target’s attention. This campaign was created by one of our Covert Agency operatives while working undercover at Chiat/Day Advertising. To promote the game, the creative team created three fictional NBA rookies whose careers didn’t pan out and filmed sad, but funny, documentaries of what their post-NBA lives were like. The tagline read, “Don’t be the next.” Print, online and viral pieces were created, and they were so convincing that many people thought the three characters actually played in the NBA. Our characters became overnight sensations and developed quite a following online. Soon references to our unlikely heroes and their catch phrases began popping up in both gaming and basketball fan sites, chat rooms, and blogs across the web. The campaign was so popular with the target consumers, that the agency and client decided to mimic the concept for their Major League Baseball gaming franchise (MLB 06) later that year and also for their next year’s NBA offering (NBA 07). In that effort they actually brought back one of our original characters, Billy Joe Cuthbert, to capitalize on his tremendous popularity among young male gamers. Guess the original idea must have worked, eh?

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Sony Playstation Campaign