PlayStation: Massive Awareness Game
by Ewa Evans
Headlines
• Links up 256 gamers to create an exhilarating, transatlantic gaming experience and exceptionally executed product launch
• MAG 256 kicked off Sony Computer Entertainment Europe’s Key Influencer strategy
• The event created maximum buzz in the gaming community and impressive results
The Challenge
MAG, a revolutionary, new, first person shooter game from PlayStation 3, allows 256 people from across the globe to come together and engage in virtual battle, a first for PlayStation.
Media flew in from across Europe to be the first to play a game of this scale, at the MAG European product launch in January 2010. Amplify ensured that MAG was played in the best possible environment in order to generate the best possible reviews.
At the event, 128 European media joined as one team in one venue and played together on PlayStation 3, another first for PlayStation. This team of 128 ‘operatives’ went head to head with 128 gamers from the US (the development team of MAG from Zipper Interactive) to play MAG together in an incredible 256-player battle.
Amplify’s approach
The event, known to the media as MAG 256, came to life within the MAG 256 structure, which was built around three ‘battle stations’ collectively spelling out the number ‘256’. This unique structure housed 128 screens and PS3’s. It was also the focus for the dynamic MAG 256 press shoot and time-lapse video, available for the media to download at the end of their exclusive experience (see video above).
Within the MAG 256 arena, guests got an in depth education of the game and experienced MAG in it’s fullest form. Flying in from the US especially for the event, the senior development team of MAG from Zipper Interactive were hands on during the event, sharing their knowledge and expertise with the media.
Atmospherically the event took place in P3, an underground venue that resembled a military bunker. The MAG host and hostesses dressed the part, injected personality into the event and looked after guests, whilst a tribe of PlayStation ambassadors assisted them with gaming. The attention to detail paid off as a stream of positive tweets went up on the MAG 256 hashtag wall:
Credit to Sony, #MAG256 was a strong launch event. Wall-projected Twitter feed inspired. Other publishers take note!
You could say #mag256 is MAG-nificent!
Results
128 attendees from across Europe
71 media interviews
40% of the articles on Google were from the voices at the event
Generated hundreds of pieces of positive coverage, comments, tweets, user-generated pictures and videos
Photo story and blog video successfully created & seeded
2.7million reached across the campaign – led by UK, Italy, Poland and Spain
“Thank you all for the spectacular event you put on. The level of organized support you delivered for our game stunned all of us at Zipper. We are deeply thankful! If we are to have a successful launch in Europe, it will be directly due to your tremendous efforts. Exceptionally executed.” Zipper Interactive
