PlayStation: Access Fight Club
Jan 27 by Vicki Burtt
Brand thinking
As part of PlayStation's continuing focus on new and existing audience groups, Amplify created the concept of the ‘Access' platform, a way for the brand to re-connect with traditional gamers in an engaging way.
The ‘Access' community lives on Facebook, offering the opportunity for gamers to attend a series of unique events, sampling early code of unreleased titles, getting their hands on the latest technology and rubbing shoulders with top game developers. As well as providing a digital hub for gamers to interact with their peers, Access will deliver a series of exclusive experiences and content, the first of which was the recent Access Fight Club event.
Promoting PlayStation's new Move title ‘The Fight', Amplify created an underground, invite-only fight club, housed in an East London warehouse and accessible only to those in the know. To ensure the message lived beyond the event itself, Amplify also created a short mockumentary style film about one man's journey from IT consultant to Access Fight Club Champion.
Check out the result in the video above...
